Spoilers for Good

Spoilers are modern culture’s greatest taboo. We avoid them at all costs: muting chats, scrolling faster, even ghosting friends. All just to protect how a story ends.

But with lupus, a chronic and unpredictable autoimmune disease, not knowing in time is the real threat. Its symptoms are subtle, misunderstood, and often dismissed. And by the time lupus becomes visible, the damage is already irreversible.

That contradiction revealed a powerful truth. Maybe the thing we hate in fiction could actually help in real life.

Spoilers for Good is the first campaign that uses iconic movie spoilers to raise awareness about the early signs of lupus. By pairing pop culture’s most unexpected twists with real symptoms, we turn famous endings into life-saving beginnings.

Developed in partnership with ALUA (Argentina’s Lupus Association) and Disney+, the campaign redefines the role of a spoiler. Not as a threat to avoid, but as a warning to pay attention to. Because sometimes, ruining the ending is the only way to change it.