Our target audience consisted of people who know how devastating Duchenne's Muscular Dystrophy can be for children but also extending reach to engage those who were only peripherally aware of it. We spread the message to those people helping to increase attendance and ultimately record breaking funding.

Duchenne muscular dystrophy (DMD) affects one in 5,000 newborns—primarily boys. It’s a genetic disorder that gradually weakens the body’s muscles. Children with Duchenne, like Conner Curran, are robbed of their ability to walk, breathe, and even smile. Currently, there is no cure for DMD and most afflicted do not survive past early adulthood. Like many rare diseases, government funding is low, so Conner’s parents started a charity to both help raise awareness of the disease and funds for research.

Even though Muscular Dystrophy steals muscle strength, it cannot rob the spirit's fierceness to fight the disease.

We are inspired every day by Conner’s inner strength. Despite his body failing him and his uncertain future, he has this powerful beast inside him that’s determined to defy his disease. Enter Fierce Against Muscular Dystrophy — a campaign that features children tapping into their animal spirits to fight against Duchenne. Through outdoor, social media, and custom built augmented reality filters, we helped drive attendance and donations for the Curran’s annual fundraising event.

Our strategy was to embolden the community around Conner's family to roar back at the disease. We did that through an augmented reality filter driven social media blitz. The engagement soon spread beyond Conner's traditional circle leading to a record breaking live fundraising event.

The execution consisted of custom creation of assets including augmented reality filters for instagram and facebook, custom photography with bespoke costume designed animal suits and a live fundraising event.

The campaign helped increase the yearly event's funding by 27% over previous target records. A record breaking amount for the charity.