WHAT KIND OF SMILE IS THE MOST SINCERE? PROBABLY THE DUCHENNE SMILE
Challenge.
The main challenge was to encourage conversation about the lack of access to treatments and the importance of early diagnosis for Duchenne Muscular Dystrophy.
Impact.
The Duchenne Smiles campaign was undertaken with a social objective in mind: to raise awareness about the lack of access to treatments and the early diagnosis of Duchenne Muscular Dystrophy. In 2020, we launched an awareness project that included approaching patients, families, doctors and associations to seek partnerships to communicate this disease. The project involved press and public opinion management, building relations with opinion leaders, influencers and authorities, and finally a viral campaign.
The “Duchenne Smiles” viral campaign was created to involve the public by sharing people’s smiles. The idea was to have opinion leaders and the press invite people to take part in the campaign by sharing a photograph on social media of their most genuine smile using the hashtag #SonrisasDeDuchenne, while also encouraging them to learn about the disease.
Solution.
To create an awareness campaign about Duchenne Muscular Dystrophy that includes public opinion in such a way as to produce an explicit call to action aimed at greater access to the treatments for this disease.
