Invisibles

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.

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.