One member of the family, HIF-1α, when complexed with protein cofactors (HIF-1β, CBP/p300) in the nucleus, binds to hypoxia response elements (HREs) in the promoters of a series of genes encoding several ncRNAs (e.g. miR-210) involved either directly or indirectly in the adaptive response of cancer cells in hypoxic environments (Pezic et al. 2014). The gene discussed is HIF1A; the disease is cancer.