PKU: Protein Kills Us


Phenylketonuria or most commonly known as 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.

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We found the perfect explanation of the disease in its own name, turning the meaning of PKU to Protein Kills Us, and creating 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.

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We managed to explain how difficult life is for PKU patients through storytelling and pure entertainment, distancing ourselves from the commercial approach, through the creation of a story where emotivity and harsh reality come together to engage and elicit the emotions of the audience.

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