Paroxysmal nocturnal hemoglobinuria (PNH) is a rare acquired, life-threatening disease of the blood. The disease is characterized by destruction of red blood cells (hemolytic anemia), blood clots (thrombosis), and impaired bone marrow function (not making enough of the three blood components).

This groundbreaking campaign led with the problem of the disease to create interest and noticed in a condition that was so rare the physicians memory of it was maybe a brief study of the condition in medical school.

This visualization brought to life a rare disease that was misunderstood and created a billion dollar business for Alexion Pharmaeuticals.