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Cold agglutinin disease (CAD) is a rare blood disorder in which cold temperatures can trigger a host of serious complications. But the truth is that CAD is not just about the cold. It can cause chronic, ongoing hemolysis (the destruction of red blood cells in the body), which can lead to anemia. Currently, there is no FDA-approved treatment for the disease and very little information available. Most of the 5,000 people in the US living with CAD are given treatments designed for other conditions and told to simply avoid the cold.

People with CAD are hungry for information, resources, and support to help them deal with this devastating disorder until a treatment becomes available.

That’s why we created the first and only program specifically for people living with CAD—to help provide important medical facts and educational resources designed just for them. The central visual idea is to display objects covered in yarn, which symbolize the lengths people go to in order to avoid the cold. These “yarn-bombed” objects are unraveled to reveal little-known truths about the disease.

In the earliest results since launching in December 2018, the site has exceeded industry benchmarks for repeat visits and time spent on the site. But the result we’re most proud of is the overwhelming response from the small but active CAD community. People living with CAD have been wowed by the quality and simplicity of the content, and absolutely thrilled that someone is finally listening to and caring about their needs.

Contributors:

Creative Director:	Rebecca Gardner
Associate Creative Director:	Matt Nuzzi
Associate Creative Director:	Caroline Fish
Art Director:	Troy Anderson
Writer:	Josh Cohen

PATIENTS & PURPOSE

Location: United States