Invisibles

We were asked by Biogen and FundAME to produce a disease awareness campaign to raise the profile and understanding of a highly disabling and rare neurogenerative disease called Spinal Muscular Atrophy (SMA) and to drive traffic to https://www.togetherinsma.com/ where there is information and guidance for people and families who are coming to terms with the disease. 

The challenging reality of SMA patients is invisible to most of society and there are many lives that have to work in the background to support someone with SMA. Lives whose work makes it possible for patients to lead a better life. We wanted to show the true impact of this disease on the whole family and for our audience to understand the cost both in terms of time and money.

In the campaign’s main video we explain the impact of SMA with a story of a Mum and her daughter who suffers from SMA. We featured the impact on the whole community – including family members, caregivers, physiotherapists, neuropediatric specialists, pneumologists, nutritionists, orthopedists, occupational therapists and many more. 

We tried to show the critical yet sensitive dynamic between patients and caregivers – and the need for caregivers to be supportive and always present but at the same time, invisible, so patients can have their personal space and lead better lives.

The team delivered video, print, social and PR in this campaign which connected the whole SMA community with the public, bringing awareness of their daily lives and challenges to people who may not have heard of the disease. 

+16M audience
+748K views
+€263K earned media