Area 23 Uses the Arts to Raise Awareness About Lung Disease

Area 23, working with client Insmed, has launched a new disease awareness campaign to elevate the importance of diagnosing NTM (nontuberculous mycobacteria), a rare but serious lung disease.

The problem, in a nutshell, is that words alone simply weren’t getting it done. For a person suffering from undiagnosed NTM, their complaints about painful and disruptive symptoms fell on deaf ears. Doctors put a low priority on diagnosing and treating NTM, leaving patients to suffer for months, even years without ever knowing what’s wrong with them.

Our idea was simple: Connect real NTM patients with artists from around the world who can help bring the impact of NTM on patients to vivid life. Area 23 was responsible for creative conception as well as finding the artists and connecting NTM sufferers with them. The one-of-a-kind pieces of art that were created ran in medical publications as well as banner ads and at trade shows. They are meant to help doctors realize the impact NTM is having on their patients’ lives and motivate them to work with patients to find solutions.


more stories like this

The Brooklyn Brothers new work for Inspired by Iceland urges tourists to…read more
In a first-of-its-kind collaboration between the advertising industry and…read more
McCann in India has created “Asli Tarraki” (Real Development), a campaign…read more
With the support of, 3pm (a collaboration between Weber Shandwick…read more
Deutsch worked with its pro bono client, WATERisLIFE to create the Venmo…read more