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.

We showed the true impact of this disease on the whole family so our audience could 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 mother 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 others.

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.