A life with a rare disease shouldn’t make diagnosis a rarity. The average wait for a Pompe disease diagnosis is 13 years. It was time to defy the average.
The All Too Average Problem
For a person living with a rare disease like Pompe disease, it can take up to 13 costly years to get a diagnosis, in which time irreversible damage is done. As Pompe is a rare neuromuscular disease with a multitude of symptoms, none fitting under one clinical specialism, and education at a clinical level around a disease like Pompe not extensive, patients often cycle for years between one specialism and the next, without answers and with life-altering worsening disease impact.
Not Your Average Solution
Our solution was to empower clinicians to defy the average time it takes to diagnose Pompe disease. Through an emotionally charged campaign film we educate clinicians across multiple specialisms on the need to know the signs of Pompe disease over a 13 year cycle of diagnostic uncertainty for an average experience of a disease that is anything but. It was critical to highlight the burden of the disease and create rare clinicians who will be able to defy the dangerous year after year pattern of symptom worsening > clinician cycling.
Defy The Average Campaign Site
Work produced for HAVAS Lynx Group and Sanofi.
A campaign that successfully contributed
to the diagnosis of a Pompe patient,
after years of misdiagnosis.
— Making a meaningful impact, with a human purpose at its heart
3D printed details and elements of the campaign film to create an irregular world of the clinical journey in search of diagnosis, designed to match the clinical specialisms Pompe patients deal with in search of diagnosis.
A life with a rare disease can feel irregular. This informed the art direction of every detail from the clinical environment to the signs and symptoms of Pompe to craft an accurate campaign with our partner agency, Bewilder.
Working with typographer and letterform artist, Oli Frape, we created a bespoke campaign logo to highlight the patient cycling and the average 13 years hidden in the average experience of a Pompe disease sufferer.
