Hereditary angioedema (HAE) is a rare genetic disease that causes sudden, painful, and potentially life-threatening swelling attacks. They can be life-threatening if they occur in the airway. Many patients live their lives suspended between the fear of their next attack and the memory of their last one. For years HAE management has been focused on treating attacks rather than preventing them. As a result, patients make sacrifices to avoid triggering an attack—compromising opportunities for career development, time with family and friends, travel, education, and more. But this side of HAE is rarely discussed, much less acknowledged, by healthcare providers (HCPs) and patients themselves.

Creating a Powerful Moment of Reflection for an Entire Community:

The Museum of Missed Opportunities (MoMO) shifts the perspective to show what might have been, helping HCPs and patients see the whole truth about HAE.

The campaign was geared at reminding both patients and HCPs how it feels when HAE leads to missed opportunities. By demonstrating in a quick, visual way how patients have missed out on life's important moments, both the patients themselves, and the HCPs who treat them, would be more apt to have conversations about HAE in a more detailed, specific way. This would in turn lead to conversations around optimal treatment approaches.

Live exhibits at HCP conventions and patient summits gave attendees the chance to experience, first-hand, how it feels when you realize just how much HAE has withheld. This multichannel campaign also included the Opportunity Machine, an actual vending machine that gives patients the chance to physically redeem their missed opportunities to receive a new opportunity in return. Thought-provoking printed materials, along with a microsite and social media presence, satisfied the audience’s inevitable desire for more information. An additional execution was shot, allowing for campaign scaling and further demographic representation.

-In 1 day at a Patient Congress: 125+ opportunities taken

-Within 2 weeks: 200,000+ impressions