Spanish Myasthenia Association

Insight

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Myasthenia is a rare, often invisible, and frequently misunderstood condition. Those who live with it face extreme fatigue, muscle weakness, and uncertainty every day, yet they do so with constant effort, resilience, and an incredible capacity to overcome challenges. However, a lack of public awareness and resources means many patients do not receive the recognition, specialized care, or support they need. It was time to change the narrative: moving away from a negative focus and highlighting the condition through a more human, empowering, and authentic lens.

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Solution

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Voga conceived and developed the Unknown Athletes campaign for the Spanish Myasthenia Association, a nationwide awareness initiative that highlights the strength and daily struggle of those affected. Through a positive and emotional approach, we tell the stories of three real patients—three true unknown athletes who face Myasthenia every single day.

We handled the campaign concept, creative design, production and filming of the audiovisual spots, photography, and the development of all promotional materials. The campaign was rolled out across both online and offline channels, achieving widespread coverage in the media, on social networks, and in high-traffic public spaces, contributing to greater social awareness of the condition.

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Impact

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+4,000,000 readers reached
Published in 34 media outlets, including Antena 3, RTVE, Telecinco, 20 Minutos, and El Español.

3,675,000 travelers reached
Campaign visible in commuter and high-speed rail stations throughout Spain.

81,364 views
Views of the spots on online channels.

230,264 impressions
Total reach on social media.

80,216 accounts reached
Organic reach on Instagram and Facebook.

Significant increase in contacts with the association
Following the launch of the campaign, the Myasthenia Association of Spain received a notable increase in calls and inquiries from people interested in the disease and the association's work, demonstrating the campaign's direct impact on awareness and access to information.

Recognition at festivals and awards
The campaign Unknown Athletes was a finalist at the Lluna Awards and at Somos Pacientes, standing out for its creative approach and social impact.

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