Secrets of aHUS

Atypical Haemolytic Uraemic Syndrome (aHUS) is an ultra-rare kidney disease affecting roughly 300 people in England. There are almost no age-appropriate resources to help children understand their condition. Families are left navigating complex medical terminology with very little support.


Alexion asked Cognitant to change that. The brief was to build a personalised, interactive storybook that would translate the medical reality of aHUS into something a six-year-old could engage with — without dumbing it down.


I led the creative from concept through delivery. Working with medical writers, subject matter experts and the National Renal Complement Therapeutics Centre, I developed the story world, translated clinical concepts into child-friendly analogies, and storyboarded the entire experience. Children create their own character — choosing name, appearance, outfit — then explore quests that explain how kidneys work, what to expect at hospital, and how to deal with the emotional side of living with a rare disease. Riddles, mazes and jigsaws keep them engaged throughout.


I collaborated closely with the illustrator and developers to ensure the final interactive experience matched the warmth and accessibility of the original storyboards.
Since launch, the storybook has been accessed by 294 unique users across 552 sessions, with an average engagement time of nearly 8 minutes — significant for a condition this rare.