To make gout relevant to rheumatologists and nephrologists, we contextualized its damage employing an unorthodox method. We depicted gout’s toxic nature using the very substance that causes it—uric acid.
Toxic Portrait Posters
Gout Revisited
Gout is often misunderstood, even by HCPs. Many of their biases can be traced back to cartoons and illustrations of gout, popularized in the 18th century. Our objective with clinicians was to bring attention to the fact that these myths that began 300 years ago are still influencing treatment today. We sourced historical illustrations from the 1800s filled with myths about gout that still impact patient care today. Then, we painstakingly recreated these images by hand to correct the inaccuracies.
The Endless Cycle
To highlight the continous cycle that gout sufferers experience with oral medications we depicted this endless cycle via an old-style animated short
The Gout Monster
To hammer home the systemic damage caused by gout we created The Gout Monster campaign to educate on the wide ranging impact gout can cause beyond big toes.
The ABCs of Gout
To educate gout sufferers about the ins and outs of uncontrolled gout we created the Gout ABCs and in-office resource.
The System
To demonstrate how Krystexxa tackles the systemic burden of uncontrolled gout, we developed The System campaign, illustrating for HCPs the extensive damage gout can cause and positioning Krystexxa as the treatment of choice.