The Unbearable Itch campaign for Mirum Pharmaceuticals sheds light on pruritus, a relentless symptom tormenting children with Alagille Syndrome. By focusing solely on the itch, the true impact on the child is often overlooked. To change this perspective, we used the iconic teddy bear—a symbol of comfort turned into a haunting reminder of how "suffering steals childhood." The campaign’s poignant imagery and message urge the world to see beyond the symptom and take action to protect what truly matters: the lives and futures of these children.