The Chilling Truth About Guillain-Barré Syndrome (GBS)
Annexon GBS Disease Education Campaign
THE ASK
The rarity of GBS, a life-threatening autoimmune disorder, makes it harder to treat and increases the likelihood of permanent disability. Annexon—a biopharmaceutical company passionate about bringing game-changing therapies to people with complement-driven diseases— worked with us to raise awareness of the impact of GBS.
THE INSIGHT
Both the nature of GBS—the nerve and muscle damage it causes—and the lack of treatments make patients and HCPs feel trapped by the disease.
THE IDEA
Given that paralysis is a common symptom of GBS, we represent the patient as being frozen in a block of ice.
THE ACTIVATION
The campaign made its debut with a booth at the 2025 American Academy of Neurology (AAN) conference.
Conference attendees could test their knowledge of GBS with an interactive quiz at the booth
A website was also developed to complement the booth
Messaging illuminates the need for more specific and targeted treatments
THE RESULTS
This campaign successfully elevated awareness of GBS, with the number of HCPs asking to stay informed, exceeding expectations.
The Takeaway:
When a disease threatens lives, we can't stay frozen.
