For patients with pulmonary fibrosis, the disease has a very poor prognosis and essentially represents a death sentence. I conceived of a noose to dramatically highlight this, coupled with a headline that underscores the urgency of searching for new, more effective therapeutic options. This concept was made all the more powerful by the fact that the disease is characterized by coarsening lung tissue that resembles the rough fibers of a sisal rope. I'm proud that this ad achieved Professional Merit status in the very first international One Show Rx competition in 2004.