We know that those with PBA withdraw from their lives both socially and professionally to avoid embarrassing public episodes and/or feeling like a burden to their friends and families. But this coping mechanism isn’t healthy and isn’t going to help them find answers about what’s happening to them. So what can we do to help?

Communicate information that brings clarity: people with symptoms feel an incredible sense of validation and relief when they learn that they aren’t crazy, but rather that they are suffering from a real medical condition called PBA, which is separate from their underlying condition and is treatable. Inspiring that awareness-driven shift among not only people living with PBA symptoms, but also their caregivers, friends, doctors, and the larger community, became the North Star by which we navigated through the creative development process.

Our aim was to promote the stories of people living with PBA (or their caregivers) and their emotional and behavioral journey.

Through a series of qualitative interviews, we learned that people/their caregivers may feel overwhelmed by the underlying condition and coping with their new reality. As they experience PBA symptoms, they may feel confused about what’s happening and mistake it for a manifestation of their underlying condition.

PBA episodes can be embarrassing, especially when they happen in public or inappropriate situations. Frustration builds as people with symptoms/their caregivers feel like they have no control over what’s happening and must deal with a lack of understanding from others.

Only when they feel bothered enough by PBA symptoms, are they motivated to discuss their condition with a doctor. However, PBA is commonly misdiagnosed as depression or dismissed as symptoms of the underlying condition. As symptoms persist, they know that something is wrong; they just don’t know what it is.

We generated interest in the film through the emotional impact of PBA by highlighting the hopes of those living with the condition—what they dream of doing once more. We superimposed large-scale images of the documentary characters’ faces over scenes of their desires, displaying their longing to achieve more in their lives. Our imagery humanizes the condition and represents the aspiration of each character to overcome their challenges…helping to lead to greater understanding of the impact of PBA and encourage people to seek diagnosis and treatment.

Posters and invitations featuring three of our main characters with their ambitions drew attention to the documentary. Screening kits promoted awareness of the film and facts about PBA, along with a discussion guide to help continue the conversation. Digital promotional tools enabled associations and other groups to customize materials and provided step-by-step advice on how to host screenings.