Insmed and Area 23

Overwhelmed

Refractory MAC (Mycobacterium avium complex) lung disease affects about 200,000 people in the U.S. It overwhelms sufferers with a debilitating cough, fatigue, weight loss, fever and sometimes even death. And it’s often misdiagnosed as COPD or asthma. This campaign uses compelling visuals and an eclectic mix of collateral to help patients see these symptoms getting in their way, resulting in a 275% increase in brand usage.