PALYNZIQ - TAKE CONTROL OF YOUR PKU
PKU is a rare genetic condition in which people have difficulty breaking phe (phenylalanine), an amino acid found in natural protein such as meat, dairy products, beans, nuts, etc. These foods cause high blood phe levels for patients with PKU, leading to irreversible brain damage.
Consistent care and treatment for PKU is difficult as a strict low-protein diet is difficult to follow and treatments, including Palynziq, are not convenient as a pill. So we created a campaign to bring patients back to PKU clinics through 'infotainment' and get started on Palynziq–the first and only injectable treatment that lowers phe without having to follow a low protein diet.
Havas San Francisco
Copywriter: Yash Ram
Creative Directors: Ken Gutman, Janhavi Phadke
Art Directors: Allan Cameron, Melyssa Giancaterino
Palynziq has to be self-injected daily by the patient. While we didn't have the solve for needle phobia, we created a video reassuring them that we'll make the ease of using Palynziq as much as possible.