Insmed and Area 23

Overwhelmed

Some illnesses are harder to explain than others, including refractory MAC (Mycobacterium avium complex), a rare lung disease. So Insmed’s Arikayce, the first and only FDA-approved treatment, set out to help patients by identifying the debilitating cough, fatigue, weight loss and fever that accompany it. Photography captures the shame and isolation MAC patients feel. And it boosted brand usage 275%.