Awareness Campaign

Background

Motor Neurone Disease (MND) is a terminal, progressive disease that strips people of their voice, their independence, and eventually their life. Yet public understanding remains limited - focused on symptoms, not on the emotional, practical, and deeply human realities of day-to-day life with MND.

The Brief

The Motor Neurone Disease Association (MNDA) appointed us to help make the most of the awareness raising potential of Global MND Awareness Day.

Our brief was to bring to life their annual theme ‘the hidden realities of MND’. This was a chance to challenge public perceptions and provoke debate around not just the big physical impacts of MND, but also the everyday struggles and overlooked moments that people with MND face.

The Work

With the idea behind the campaign in place, we jumped straight into the creative development. MNDA had some amazing case studies, and these became the focus of the campaign. We developed a series of powerful and emotional headlines that brought to life the huge impact MND has had on people’s personal and professional lives, making it relevant and relatable for our audience.

Assets created include framing video cutdowns, digital and print OOH, paid and organic socials, web assets and infographics. 

The Outcome

The campaign went live before Global MND Awareness Day across socials and in many OOH spaces with positive traction across social media. MNDA were thrilled with the final creative and the assets provided.