This campaign exposed a reality unknown to many (see how we did it)

Calculate four minutes of "muscle oxygen" just to go out and buy bread. Reaching the third corner of the street as if it were the finish line of a marathon. Opening a jar, smiling, or simply breathing without feeling like your body is giving up. 

What for most of us is just another Tuesday, for more than 15,000 people in Spain is an invisible battle.

That is the reality of myasthenia, a rare, chronic neuromuscular disease where the symptoms aren't visible to the naked eye, and getting an accurate diagnosis can take years of uncertainty.

When the Spanish Myasthenia Association (AMES)  entrusted us with the challenge of raising awareness for World Myasthenia Day for the third consecutive year, we understood that to stir consciences and generate a real impact, we needed to transform public perception through empathy and strategy.

That is how the campaign's central premise was born: “What is a walk in the park for you is a major production for them”. Patients with myasthenia didn't choose this script, but they face invisible challenges every day with a courage worthy of the big screen. They stopped being extras in their own lives to become the Unknown Protagonists.

This is how we exposed this reality to the country

we deployed a 360° ecosystem focused on reach and immersion:

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In the digital environment 

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On the streets

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Cinema screenings

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We also managed to turn something unknown to most into a topic of public conversation:

We reached more than 7.8 million readers through 41 national press publications. The spot surpassed 110,000 views in its first week purely through word of mouth. We generated more than 450,000 impressions in public spaces, making the message impossible to ignore.

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