In Spain, pharma companies are not allowed to talk about themselves and their treatments. Therefore, any awareness campaign must be unbranded and have a social commitment.

Society in general was the audience we wanted to reach, but we also wanted to impact the caregivers themselves, thanking them for their work. Medical professionals were also part of the audience, so that they would see Biogen as a company committed to patients and caregivers.

Based on the INVISIBLE concept, we not only talked about the disease, about which so little is said, but also about the work of caregivers. Thanks to this dual concept, we achieved objectives. Starting from an emotional piece in which we played with the spectator, we saw how "someone" we did not see was present in the scene. That person is the caretaker, who is visible only at the beginning and end of the audiovisual piece.

Biogen wanted to make visible the work of caregivers of people with SMA. His work is essential in the daily lives of people living with the disease, but it is little recognized by society. We needed to show what they do and thank them for that work.

The campaign reached +16 MM of total audience in Spain, with more than 748k views and an earned average of 263K.

Different patient associations echoed the campaign without having been an active part of it, achieving an organic impact beyond the SMA disease. The figure of the caregiver was glorified beyond SMA, and thanks for the campaign were received from different patient associations with caregivers involved.

In Spain, as in most countries, awareness-raising campaigns around diseases are, on most occasions, focused on the patient or the medical professional.

It is difficult to find campaigns that focus on people who many consider secondary, such as caregivers, but who are also the protagonists of the stories.

This invisible work needed to be brought to light.

To recreate a story and a real relationship like this, and for thousands of people to see themselves reflected, we needed to achieve an emotional, smart and very careful cinematography, based on real facts and testimonials.

Knowing these details was essential. We wanted the viewer not to discover 100% that the protagonist was living with SMA until the end. And we achieved it thanks to the gradual inclusion of details scene after scene that were carried out by that invisible person, who would only become visible at the beginning and at the end of the film: the caregiver. In addition, the editing work had to be very careful to get a more emotional film. We did not want text or voice overs for all the focus on our protagonists.