The "wAMD Patient and Ophthalmologist Awareness Campaign" by Novartis aimed to raise awareness of Wet Age-related Macular Degeneration (wAMD) through personal patient stories and a specialized font that aids readability. The campaign highlighted the impact of timely treatment and was promoted at Expo 2020 and on social media. It increased scheduled eye appointments by 35% on World Sight Day and led to a 20% boost in disease awareness.