Assignment: Develop an unbranded disease education campaign that will elevate Nontuberculous Mycobacteria (NTM) in the minds of pulmonologists and infectious disease specialists.

Strategic Problem: NTM is an orphan respiratory disease that afflicts a small, but rapidly growing population. Patients who have serious lung damage from other conditions such as COPD, bronchiectasis or emphysema are most susceptible to NTM. Because HCPs consider these other comorbidities to be of greater importance, NTM goes largely ignored and untreated, which can lead to irreversible lung damage for patients. So, how do you drive home the idea that while doctors aren’t paying attention, NTM is causing serious damage?

Creative Solution: By creating a striking and memorable visual metaphor that highlights the dangers of ignoring NTM. Much like termites in your basement, turning a blind eye to the warning signs of NTM can have serious consequences. By elevating the severity of NTM in the minds of HCPs, we hope to increase NTM diagnosis and get more patients on treatment, before it’s too late.

Winner: 2014 RX Club GOLD Award Winner for Best Unbranded Disease Awareness Campaign; 2015 Manny Award for Best Interactive Physician Campaign; 2015 MM&M GOLD Award for Best Single Professional Print Advertisment; 2015 MM&M SILVER for Best Multichannel Campaign; 2014 Global Award Finalist