THE PROBLEM

Pulmonary Arterial Hypertension (PAH) is a deadly pulmonary disease that often isn’t detected until too late; in many cases it’s not spotted early enough or can be misdiagnosed as a less serious condition, sometimes withfatal consequences.

We need to educate Cardiologists, Pulmonologists and other ‘non-prescribers’ around the dangers of failing to spot PAH, so they can recognize the symptoms and diagnose earlier.

THE IDEA

We challenged the audience to ‘unblock their view’ of PAH so they can diagnose patients before their time runs out. We collaborated with artist Gyo Beom An on a series of portraits where the faces are blocked, dramatizing the tragedy of the doctors who can’t see PAH early enough in the patients.

Awards:
NY Festival – shortlist
Creative Floor Awards: Gold – Best Art Direction

My role:
Design and research on the original campaign, design and craft of the bespoke typography, design of the key visuals and adaptation of the look and feel to the rest of the campaign and materials, oversight and support on the case study.