Health and Wellness

This Moving Health Campaign Sheds Light on the Invisible Work of Caregivers

Ad is based on the real experiences of those living with Spinal Muscular Atrophy, a rare neurodegenerative condition

Invisibles ad from Biogen shows SMA patient and caregiver — Ad portrays the complex relationship between an SMA patient and her mother.VMLY&R Health Spain, Biogen, FundAME

By Brittaney Kiefer

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Spinal Muscular Atrophy (SMA) is a rare neurogenerative disease that is largely invisible to society. A new campaign exposes its harsh reality as calls for early screening programs that can slow the disease’s progression circulate around Europe.

Biopharmaceutical company Biogen and patient association FundAME are behind the campaign, titled “Invisibles” and created by ad agency VMLY&R Health Spain. The effort raises awareness and calls for support for those living with SMA, which affects approximately one in 6,000–10,000 births in Europe.

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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