A voice for Myasthenia
Insight
Rare diseases share a common problem: a lack of visibility. Those living with them often do so in silence, unheard and misunderstood by society. Myasthenia is one of these invisible realities, where patients and their families face daily life with little social recognition. It was necessary to create an initiative capable of giving these people a voice, generating empathy, and conveying their reality in a way that is relatable, human, and understandable to everyone.
Solution
Voga developed and executed the European campaign in Spain “A Voice for MG”, led nationally by the AMES Association and promoted in Europe by EUMGA. An awareness campaign aimed at giving visibility to Myasthenia and the people who live with it every day.
To achieve this, we created and designed a new narrative universe centered on Wanda, the campaign's protagonist, who symbolizes all those who have lived in silence and invisibility. Through the concept of “finding Wanda”, we built an emotional and symbolic narrative that connects with the need to be heard, seen, and understood.
The strategy was developed 100% omnichannel, combining:
- Out-of-home: digital displays in major high-speed train stations across Spain.
- Digital environment: social media and web activation.
- Media: presence in national and specialized press.
Impact
Massive out-of-home reach
Over 8.7 million impressions through the digital display campaign in high-speed train stations across Spain.
Digital impact
The campaign reached 33,000 accounts and generated 45,000 impressions on social media.
Media coverage
Over 60,000 readers reached through articles in national and specialized media.
Visibility and awareness
The campaign successfully amplified the voices of people with Myasthenia, contributing to greater social awareness of this rare and often overlooked disease.
