Despite millions of people around the world suffering with chronic cough, many health care professionals remain unaware of the true disruption it has on patients’ lives. A successful campaign needed to not only get health care professionals to recognize the impact of chronic cough, but act on it.

To get doctors to see chronic cough differently, we created the Language of Cough, the world’s first typeface to visualize the true disruption of chronic cough. We worked with renowned type designer, Charlie Armstrong, and creative visionary, Tim Tadder, to turn the sounds of real chronic cough patients into a typeface and animated graphic series to better communicate with doctors and healthcare providers alike.

How it worked:

1. Recorded audio of patients with chronic cough was captured during interviews

2. Sound engineers turned the recorded cough sounds into visual spectrograms representing each patient’s actual cough

3. These cough visuals created the foundation for the Language of Cough typeface

Within 3 months of launch, websites and social assets using the typeface shattered end of year goals. 1.6 million impressions were recorded. 91% of targeted doctors were reached—leading to a 236% increase in high-value interactions.