Created to celebrate improvements of patients with Spinal Muscular Atrophy (SMA), "Not a Lonely Journey" is a guide collection world-first – an inspirational and practical guidebook for disabled travelers who long to explore the world. Co-written with SMA patients, creative writers, scientific writers and international travel journalists, the guidebook uncovers exciting and accessible adventures for SMA and wheelchair travelers.
Not A Lonely Journey
An inspirational and practical travel guidebook for disabled travelers who long to explore the world
Client
- Biogen and FundAME
Office
- Milan
Changing perceptions of Spinal Muscular Atrophy and the patients who suffer from it.
I hope the 'Not a Lonely Journey' guidebook can inspire everyone to live a more fearless life and open up to a new world of possibilities.
"Kim"
Co-author of "Not a Lonely Journey" and Spinal Muscular Atrophy patient
Until a few years ago, there were no treatments for Spinal Muscular Atrophy at all. How could we help change perceptions of the disease and the patients who suffer from it and improve their quality of life?
As we researched the project, we came across inspiring social media accounts and blogs from SMA patients sharing their incredible experiences traveling with this disease. These patients were living fiercely despite constraints on their life, and became our inspiration and co-creators in a world-first travel guide for those with SMA disabilities.
Biogen launched the "Not a Lonely Journey" campaign, a series of travel guides co-created with SMA patients, travel journalists and medical professionals. Each guide focuses on a patient's inspirational story while providing practical advice on how to visit the world while disabled. From accommodation and travel to food and must-see locations, these guides prove to patients, caregivers and skeptical doctors that the greatest constraint on patients isn't their disability, but the limits placed on them by people too worried to let them truly live.
Our campaign is increasing the number of SMA and disabled patients with the confidence to go out into the world and experience it just as anyone else while also gradually changing caregiver perceptions of the disease.
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Awards
2024 Cannes Lions
Pharma — Disease Awareness & Understanding: Direct to Patient or Healthcare Professional - Print Publishing: Collateral
Bronze Lion
2023 Art Director's Club Italy
Distinctive Merit
"Life Hack" Green Cone
2023 Art Director's Club Italy
Pharma
Bronze
2023 Epica
Pharma
Bronze
Clio Health 2024
Health
Shortlisted
Saniss Award 2024
Health
Silver
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