People living with ISM are hesitant to ask for a new treatment but continue to live with an array of symptoms that impact their lives. "The Toll" aims to shed a light on the sum of these symptoms in effort to drive urgency to seek treatment.
This unbranded campaign was geared toward patients suffering with ISM with the intent to drive them to speak to their doctor about treatment options.
In the first 2 months after launching The Toll there were 15MM video completions and a 54% increase in direct traffic to the AYVAKIT website. Over 95% in all video lengths made it to the end to see the website.
This work beautifully telegraphed what ISM looks like in real life and was featured across industry sites