Duchenne UK, a charity supporting those with duchenne muscular dystrophy, has unveiled a new positioning created by WCRS – the 'World’s Strongest Boys' – which it hopes will draw attention to the stories of the young men and boys who are living with the condition.
Duchenne muscular dystrophy is a genetic muscle-wasting disease that almost always only affect boys. Around 2500 boys in the UK are affected and with no cure most patients do not live beyond their twenties.
However, the 'World’s Strongest Boys' looks to put forward the idea that although these boys are physically weak, having to live with this reality makes them incredibly strong.
“We are at a potentially breakthrough moment in the history of Duchenne Muscular Dystrophy – a disease that is cruel and unforgiving,” said Emily Crossley, founder and co-chief executive at Duchenne UK.
“We hope that this brilliant and moving campaign will help galvanise an army of supporters willing to join our fight to fund the research that will defeat it.”
The campaign has seen a raft of athletes and other performers come together for short films showcasing their feats of physical strength. In each of these films the athletes voice the words, “If you think that’s strong, check out the World’s Strongest Boys”.
Viewers are then directed to a website which profiles 10-year old DMD sufferer Alex Hallam which also asks people to “use their muscles to help boys losing theirs” by buying a range of fitness products – protein shakers and t-shirts – or by registering to take part in a series of ‘World’s Strongest Boys’ sporting events.
Billy Faithfull, executive creative director, WCRS added: “'World’s Strongest Boys' is a brand you can wear, a movement you can join, a cause you can back with a feat of strength, a purchase of merchandise or simply a share. We wanted to create something enduring for Duchenne UK, rather than a tactical piece of PR, by treating the cause as a sports brand might. We have big plans for how the brand and the movement will grow in the future”.