The Problem: Neuromyelitis optica spectrum disorder (NMOSD) is an extremely rare, chronic autoimmune disease that affects the central nervous system. It causes unpredictable relapses that can leave patients with life-changing disability, including blindness, paralysis, and even premature death.
Many with NMOSD must become their own advocates, researching the disease and treatment options themselves. With fewer than 15,000 Americans living with this condition, doctors are slow to recognize NMOSD. HCPs lack familiarity with treating this disease, leaving patients vulnerable as they continue to relapse while receiving other treatments.
The Strategic Approach: ULTOMIRIS is the ONLY treatment where patients had ZERO relapses in clinical trials.
We decided to raise people’s treatment expectations and encourage them to advocate for a relapse-free life with ULTOMIRIS.
It was time for people living with NMOSD to demand ULTOMIRIS and envision life with:
ZERO tradeoffs. ZERO compromises. ZERO relapses.
The Work: “YOU DESERVE ZERO” is a monumental declaration that empowers people living with NMOSD to see a life free from the fear of relapse.
What does it look like when people stop settling for less and advocate for more?
We show people living with NMOSD in moments of confidence in environments that serve as lush extensions of their personalities–backed by the power of ZERO. They are living life and exploring their passions on their own terms with ULTOMIRIS.
“YOU DESERVE ZERO” encourages people to speak up for themselves and to take hold of what only ULTOMIRIS can offer: ZERO relapses.
Director: Ben Tricklebank // https://bentricklebank.com/
Photographer: Gary Salter // https://www.garysalter.com/