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Mito Mayhem







HCPs and Patients

Primary Mitochondrial Myopathies (PMM)

Objective: Create a campaign that encourages HCPs to suspect and confirm PMM by educating them on the symptoms and the impact the disease and the diagnostic waiting period have on patients

Tactics: CGI campaign image, website, email program


Primary mitochondrial myopathies (PMM) are often misdiagnosed due to symptoms that overlap with more common disorders, leading to an average 7-year delay in accurate diagnosis. To illustrate this, we created Suspect PMM, a campaign that imagines the patient journey as a pinball machine, where patients trapped in pinballs are bounced repeatedly between different specialists and incorrect diagnoses.

In research testing the Mito Mayhem campaign rose to the top for its uniqueness and relevance and the creative device of a ‘pinball’ contributed to it. Physicians recognize the patient burden of the disease and related to the fact that patients keep bouncing around for an accurate diagnosis.  The ad was successful in captivating HCPs to look deeper, spending an unusually long time viewing it, to find more and more details the longer they looked. Evoking a strong sense of empathy, physicians felt that not only does the patient bounce around, but it is also the physician who is circling around for an accurate diagnosis, which can end up feeling frustrating.


Named Mitochondrial Mayhem and designed in the shape of a mitochondria, the pinball machine brought to life the journey of a patient with PMM being bounced around from doctor and misdiagnosis to another in search of a correct diagnosis. 

Each mini world represents a different aspect of the diagnostic journey, recreating the common and non-specific symptoms (like fatigue, weakness, and cardiac issues) that patients regularly face. 

The patients featured in the pinball machine represent an accurate portrayal of what patients look like (use of assisted moving devices, casual comfortable clothes), and what they experience (cardiac issues, exhaustion), to paint the clearest picture for HCPs of what and who to look out for.


The home of the campaign is, a web destination where HCPs can dig deeper into the pinball experience to learn when certain symptoms should raise suspicion for PMM. Elements of the campaign visual were animated to create the feel of a true pinball machine and the unending bouncing around. As users scroll through the website, they bounce from one educational topic to the next. While primarily developed for HCPs, the website was built with accessibility in mind should patients with PMM who have visual impairment come across it. The website earned an almost perfect score across vital accessibility measures.

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