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Pompe Disease Awareness: Compelling Evidence, 2

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New creative by Havas Lynx Group is helping raise awareness and provoke discussion on a rare proximal muscle disease that could affect up to 5000 people across Europe. The healthcare communications agency was appointed by Sanofi Genzyme to come up with a thought-provoking campaign that would highlight Pompe and its symptoms, whilst also providing the tools and information to achieve earlier diagnosis for what is predicted to affect 3500 ‘missing patients’. After extensive research and conversations with existing patients, the ‘Compelling Evidence’ creative was born and uses subtle subversions of familiar scenarios, challenging the viewer to look again. Through the visual drama of crime scenes, photographed in a way that is intentionally under-glamorised, the signs of Pompe are given the same weight of significance as a piece of police evidence. The unexpected nature of these innocuous objects sealed in police evidence bags, including a barely touched shampoo bottle to symbolise an issue with raising arms above head-height and armchair deterioration suggesting trouble standing, provides a curious juxtaposition to prompt viewers to find out more.

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