Because NTM is a rare, orphan lung disease, affecting people who have damage from other pre-existing lung diseases like bronchiectasis or COPD, We needed to target respiratory specialists with our campaign. This video was featured on websites, projected at respiratory convention booths, and was sent out to pulmonologists via email.

According to the US Federal Trade Commission, advertisements must be

truthful, cannot be deceptive or unfair, and must be evidence-based. In

addition, the Federal Drug Administration advises that disease-related

advertisements/communications be disease- or health condition-specific,

enhance education, be clear and accurate, and contain a responsible public

health message.

Creeping. Crawling. Chewing. Down deep, in the dark places beyond sight—the threat is growing. And the longer it goes ignored, the more irreparable damage is done. No, it’s not the termites in your basement; it’s the NTM in your patient’s lungs.

Using the highly recognizable metaphor of termites feeding on the vulnerable wood in your home, this film instills the visceral dread of undiagnosed, untreated NTM feeding on the lungs of susceptible patients. Like the termites in your basement, if you turn a blind eye to the warning signs of NTM infection, by the time the damage becomes obvious, it will be too late.