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AREA 23 Partners With Insmed to Take On Rare Respiratory Disease

Press Release - New York, 17 April 2014

AREA 23, an FCB Health company, has joined forces with Insmed to raise awareness of and support a treatment for non-tuberculous mycobacteria (NTM), a rare lung disease. AREA 23 is the first agency-of-record for New Jersey-based Insmed, a medical company that specializes in fighting infectious respiratory diseases with medical technology.

AREA 23 will lead the healthcare professional and consumer disease awareness and brand campaign launches for NTM. The work will include print, digital, convention presence and advocacy partnerships.

Approximately 50,000 patients are diagnosed with NTM each year, and the number is increasing annually by 8-10%, according to Insmed. The disease is primarily unknown to the public. If it is not properly diagnosed, treated and managed, NTM can cause debilitating lung damage.

"We chose to work with AREA 23 because of its talent that effortlessly combines science and strategy," said Matt Pauls, chief commercial officer of Insmed. "The team’s level of knowledge and experience with respiratory and orphan diseases also impressed us. The agency fearlessly approaches healthcare challenges and its creative product is breakthrough. We were particularly impressed by AREA 23’s award-winning work for the Alpha-1 Foundation."

Tim Hawkey, AREA 23 managing director and executive creative director, is excited by the opportunity. "We have the chance to save lives here, through targeted disease awareness and branded promotion," said Hawkey. "Thousands of people may be walking around with NTM and not know they have the disease. It’s quite rare when your work can have such a measurable impact on people’s lives."

The first disease awareness work will break at the American Thoracic Society convention May 16-21 in San Diego.

About Area 23
Unlike many healthcare agencies, AREA 23 has dismantled barriers between disciplines, fostering closer collaboration within the agency, as well as with clients. This intense, multifaceted, "integrated mind" approach means that instead of being "account driven" or "creative driven," the agency is truly "brand driven." AREA 23 offers the best of both worlds—the focus and entrepreneurial spirit of a nimble midsized 170 person agency with the worldwide resources of the FCB Health global network.

AREA 23 offers a full range of healthcare multichannel marketing communication expertise, including HCP, DTC, and direct-to-patient communications; strategic planning; scientific services; Web/digital; media planning and buying; analytics; internal motivation and communications; print production; art buying; and a full- service studio.