The film begins with the daily life of a girl. Her mother is combing her hair. She has SMA, but we still don't realize it 100%.

Because at the same time that this girl grows up, her neurodegenerative disease also develops, and we are discovering that in the details: her facial gestures, movements, actions...

As the scenes go by, we begin to be aware of her illness, as well as that there is someone/something that we do not see that is helping her to carry out her day-to-day actions: going to bed, eat, play...

This figure, which remains invisible throughout almost the entire film, will only be visible in the last scene, in which we see the caretaker reflected in the mirror, doing the same thing she did years ago: combing her daughter's hair in front of the mirror with the same love and affection as always.

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.

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.

In Spain, society is increasingly aware of the existence of certain rare diseases and how they affect patients, partly thanks to the increasingly numerous awareness campaigns.

But these campaigns usually focus on two protagonists: the professionals, who are thanked for their work, and the patients. But little has been said about those who are always there: the caregivers.

Creating a campaign that focuses on caregivers helps us connect with society, since caregivers are people with the same abilities, concerns, or limitations as the vast majority of our audience.

It is then that the public realizes the value of these people and begins to see beyond the disease or the patient. Because if we make their work visible, we will achieve progress that is yet to come, such as greater recognition, a more regulated workplace or conditions that are more in line with the importance of caregivers.

Bringing to society realities that are invisible to most people is one of the duties of pharma advertising. Making problems visible brings them to light, and this helps to get in improvements. With Invisibles we also do something for which communication should also be used: thank. Because a "thank you" can be what makes people like caregivers feel that their work is recognized, and this encourages them to continue doing what they do. If we add an emotional and artistic tone to all this, we achieve the relevance we were looking for.

Talking about prescription drugs to the general target in Spain is not allowed. Therefore, to raise awareness about a disease, we have to create stories around it from a more emotional point of view in which, in this case, SMA is the protagonist but without talking about treatment.

Society must decide if the work of caregivers of people with SMA is something that deserves thanks. If we manage to connect with their emotions by bringing them relevant stories, we will make society take caregivers more into account, and getting better care for them will be easier.