Our target audience is children living with, and families caring for, spinal muscular atrophy (SMA). “Zac’s Play Day” aids in the education and awareness of SMA—to explain the reality of life with the disease, including both the limitations and possibilities individuals may experience—and encourage dialogue among patients and their peers.

“Zac’s Play Day” was created as an unbranded global initiative, so was not subject to a singular region's pharmaceutical guidelines. However, it did go through rigorous medical/legal/regulatory review within Biogen to make sure it aligned with their Together in SMA platform, and is subject to regional approval upon publishing.

Illustrating Zac’s Play Day was about more than telling the story of a zebra going to the playground—it was about accurately depicting a disease. And spinal muscular atrophy (SMA) is a disease with many visual nuances—from weakened, atrophied leg muscles to the degree of which a head can turn.

We worked with an accomplished children’s book illustrator to represent the disease authentically, using reference materials to inspire our depiction of how a child uses a Bi-Pap machine, the details of a powered wheelchair, and how a family supports an individual with SMA throughout the day.

In illustrating a realistic yet vibrant portrayal of SMA, we can help redefine how those living with it, and around it, think about the disease.