Duchenne UK and WCRS’ ‘World’s Strongest Boys’ have won over The Drum readers to be crowned Creative Work of the Week.
Launched mid-July, the campaign draws attention to Duchenne Muscular Dystrophy (DMD), a genetic muscle-wasting disease that almost exclusively affects males with around 2,500 boys in the UK currently living with the disease.
While the degenerative condition – for which there is no cure – makes these boys physically weak, having to live with the disease and the reality that they may not live beyond their twenties makes them incredibly strong and, in a sense, the ‘World’s Strongest Boys’.
In order to highlight these boys’ strong, defiant spirit the WCRS-led campaign juxtaposes the world of physical strength and fitness with their remarkable inner strength, enlisting a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength. In each of the films the athletes voice the words, “If you think that’s strong, check out the World’s Strongest Boys’.
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