Every year, an estimated 20 boys in 100,000 births are diagnosed with a rare muscle-wasting condition called Duchenne Muscular Dystrophy (DMD).
People with DMD often start using a wheelchair from their early teens and a ventilator in their twenties. Life expectancy is around 30-years old. There is no cure.
Action Duchenne supports families as they learn to live with the implications of this diagnosis. The charity has a clear vision: to create a world where lives are no longer limited by DMD.
Big Button worked with Action Duchenne to create a short film targeted at members and non-members of the Duchenne community with the following objectives:
The video was published on Rare Disease Day. Within two weeks, the campaign drove remarkable results. A paid Facebook campaign reached 81,000 people (+511%) outside of the community with 12,000 engagements (+666%), generating substantial donations and leading one supporter at Meta to describe it as "by far the most successful Meta ad I've ever run".
Florence Boulton, National Director, Action Duchenne:
“Riley’s Film has truly exceeded all our expectations; from the professionalism of the team to the quality of the filming, the sensitivity to our important subject matter, to the hair-tingling message of hope for the future for our wonderful Duchenne families.
Since launching the film to raise the profile of Duchenne muscular dystrophy, we have seen record-breaking engagement across our channels, and incredibly positive feedback from the UK and international Duchenne community. It has also opened up the communication and support channels for a number of people affected by Duchenne's.
Through this moving, warm, and thought-provoking film, we are proud to give you an insight into the daily struggles that Duchenne families, like Riley’s, face. We hope you feel uplifted by the dedication and hope shown by Lyndsey and Matt, and other Duchenne families across the globe.”