Duchenne UK: World's Strongest Boys – How we used the world of sport and fitness to reframe a disease and engage an army of supporters

Duchenne UK, a charity looking for a cure for Duchenne Muscular Dystrophy (DMD), promoted its brand in the UK by marketing itself as a sports brand and developing a sporting identity.

Campaign details

Brand: Duchenne UKClient: Duchenne UKAgency: WCRS

Summary

Duchenne is a rare muscle-wasting disease that almost exclusively affects males. It's 100% fatal.

Charity Duchenne UK is fundraising for a cure. We wanted to use communications to help but faced significant challenges. Firstly, they had zero marketing budget so we'd have to find a way of transcending paid for advertising. Secondly, awareness and understanding of the disease was minimal so we'd have to find a way of explaining Duchenne to the mainstream.

We started by reframing the disease to make it easier to grasp. Duchenne...

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