PKU is a rare, hereditary metabolic disease with no cure at the moment. Any protein food, such as meat, fish, milk or egg, must be eaten in extremely small quantities and with great precision. A wrong amount could cause irreversible brain damage.
PKU Foundation needed to raise funds to finance the design and development of a biosensor to help PKU patients to calculate how much they can eat to guarantee that these people eat in a safe, non-hazardous manner.
We found the perfect explanation of the disease in its own name (PKU=Protein Kills Us) and create around a very impactful campaign with a disruptive and different approach, that completely changed the communication codes of the Foundation and also of the Spanish fund raising and advocacy market.
Print advertisement created by VMLY&R, Spain for Fundación PKU, within the categories: Health, Pharmaceutical, Public Interest, NGO.