Case Study

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The Divide

Hereditary angioedema (HAE) causes attacks of swelling that can happen without warning. Because HAE attacks can be unpredictable, debilitating, and life-threatening, HAE puts an incredible emotional burden on patients. However, physicians didn’t fully understand the effect of the disease on their patients’ lives.

The Unification

We needed to show the HAE community that CINRYZE® (C1 esterase inhibitor [human]) gives patients something they’ve never had before—the power to prevent attacks. The swell campaign is a striking and surreal depiction of a patient’s world swelling around her, bringing to life the absolute need for prevention with CINRYZE.

The Results

The global campaign and messaging were delivered via multiple channels to an audience of targeted specialists. It resulted in an increased awareness of HAE and the need for prevention among treating physicians. CINRYZE became a powerful option for patients, helping them change their journey.


  • Rare Disease
  • Allergy and Immunology
  • HCP
  • Patient
  • Global