HUNGER. Some people’s brains make it hard to focus on anything else.
Rare genetic variants can result in dysfunctional regulation of hunger, causing patients to be insatiably hungry and leading to early-onset, severe obesity.
THE SITUATION
Sometimes, obesity has a very unusual cause. Very rarly, a mutation in the MC4R pathway affects the brain’s ability to signal the body when it has had enough to eat.
People living with this mutation live with constant, unrelenting hunger, which naturally leads to extreme obesity.
This condition is exceedingly rare–there may be only a couple hundred cases in the world. Not only were most people not aware of it, even doctors almost never consider a genetic cause when treating patients for obesity.
Our clients had a product designed to help and needed a campaign to shape the market.
We knew our idea would have to work extra hard because we had to:
* Raise awareness of this genetic cause for obesity among physicians
* Raise awareness among potential patients and caregivers
* Help make people aware of who may be affected
THE INSIGHT
We learned that there are some people living with obesity who simply can’t lose weight no matter how hard they try. And that no matter how loyally they stick to diets and exercise, if they don’t lose weight, no one believes they actually did what they were supposed to do.
And we learned that deep down they just know something about them is different.
THE SOLUTION
We built the “All I Hear Is Hunger” campaign. We knew it had to hit home with people to help patients self-identify and put genetic causes for obesity top of mind for physicians.
The campaign used a very visually arresting image to get attention. The “brainphones” we created gave life to the feeling these people live with every day and did it in a way that was understandable for those who don’t live with this feeling.
CREDITS
HCP photographer - Erik Almas
DTC photographer) - Jim Hughes
CGI Studio - Alice Blue
