Spinal Muscular Atrophy (SMA) is a very disabling neurodegenerative rare disease affecting to daily basic activities such as move, eat or get dressed.

It affects to 1.500 people in Spain, making this disease invisible for the society. But beyond those who are diagnosed with it, there are other people hidden behind someone with SMA: their caregivers. They suffer from SMA as well from a very different perspective. Patients are invisible for the society, but caregivers are too.

The main objective of the campaign is to make the whole thing visible: the disease, the harsh reality of patients but overall, the essential work of family member and caregivers. Thanks to them patients can lead a better life. Something unthinkable without their attendance and generosity. And we wanted to make this reality visible to everyone, even when it is invisible most of the times. Invisibles is a tribute to all of them.

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, elegant and very careful cinematography, based on real facts and testimonials: those of the patient who inspired us for the campaign and that appears in the last scene of the film.

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.

The scope and impact exceeded expectations.

We achieved more than 16 million total audience, more than 748k views and more than 263k earned media.

In addition, we managed to get the newspaper with the most readers in Spain, El País, to do a special report based on the campaign: Living with SMA: the reality of an invisible disease.

In this way we managed to make the reality of the patients a little more visible, but above all, that of the caregivers.