an abstract photo of a curved building with a blue sky in the background

PNH: It's Hiding in Plain Sight

Paroxysmal nocturnal haemoglobinuria (PNH) is a rare, life-threatening blood disorder that can be difficult to diagnose, as patients often present with only a handful of its nine key signs and symptoms. Earlier diagnosis depends on physicians recognising these clues and connecting them to PNH.

To bring this challenge to life, we created The Syms—nine distinctive characters, each representing a different PNH symptom. Hidden within a large illustrated crowd scene, the characters transformed a complex clinical challenge into an engaging, haematology-inspired “Where’s Wally?” experience.

The interactive illustration became the centrepiece of the BSH Congress stand, inviting delegates to search for the hidden symptoms while reinforcing the campaign message that PNH can be “Hiding in Plain Sight.” An accompanying animation introduced the characters and emphasised the importance of recognising symptoms earlier to help support faster diagnosis.

Telephone: +44 (0)7773718854 Email: simon@simonling.com Address: Beckenham, London, BR3