SITUATIONDiagnosed at birth, phenylketonuria—or PKU—is a lifelong enzymatic deficiency that, left untreated, leads to serious cognitive impairment. The traditional standard of care involved a diet void of all protein, which >90% of patients could not adhere to. Perception of PKU as simply a diet condition (an allergy to protein) was pervasive, and patient engagement was low. OBJECTIVEBioMarin brought in Havas San Francisco to elevate the seriousness of disease, to keep patients involved with their PKU, and to drive appreciation for the ongoing burden of illness. SOLUTIONCentered on key insights and individual patient experiences, we launched a Disease campaign that literally placed the symptoms of unmanaged disease on the brain. The “Keep In Mind” headline reinforced the importance of brain health and elevated the severity of condition beyond “just a diet thing.” RESULTS: Recipient of 4 major industry awards Significant outreach: >50% of patient population in social media Successful uptake of associated treatment: #1 adult Tx within 12 months