HerediGene is the largest genomic research study of its kind. It will improve the health and lives of countless individuals. The challenge, though, is to gather enough participants—500,000—during the 5-year study. Faktory was tasked with developing a digital-only campaign to gather e-consent and generate blood draws from Intermountain's patient population. Lack of awareness, inconvenience and resistance to donate blood were some of the obstacles to overcome. But we sure love a challenge.