Area 23 Fights Lung Disease in Women

Notes To Mom is a social media initiative, designed and executed by Area 23 in partnership with NTM Info & Research, created to shed light on a serious lung condition−NTM. NTM, also known as nontuberculous mycobacterium, is a respiratory disease that affects women over the age of 50 in extraordinarily high proportions. To alert this specific audience about the disease, Area 23 decided to leverage the tradition of Mother’s Day.

In the week prior to Mother’s Day, consumers were invited to visit and choose from 18 tacky and tasteless Mother’s Day greeting cards created just for the occasion, all with the very special takeaway–learn more about NTM. On the big day, the cards were sent and the word was out.

Thousands of people visited, with hundreds of personalized cards making it to NTM Info & Research’s target audience.

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