"Exercise & ME/CFS" mention exercise to an ME/CFS (chronic fatigue syndrome) patient and they'll recoil in horror. The least bit of physical exertion spins them off into a physical and cognitive "crashes".

To introduce a new concept with an instructional video, producer Dan Moricoli chose to focus the three part series on a patient with symptoms viewers could instantly identify in themselves. The result was worldwide acclaim and a marketing "buzz" which dramatically increased traffic, and donations, to the website.

Client: cfsKnowledgeCenter, Inc.

Venue: Internet