ISM stands for Indolent Systemic Mastocytosis, a rare disease that manifests as an array of different symptoms. It's very difficult to diagnose and before AYVAKIT, there was no way to treat it. In 2023 we launched a brand campaign for the first and only FDA-approved treatment in effort for patients to find another side of life with ISM.

The launch campaign telegraphs patients moving from the shadows of ISM to a brighter side of life that is rich with activity and social interaction. This work aimed to show patients that they could still engage in their own lives by treating ISM at the source rather than treating the symptoms.