Winner
SMA My Way: Empowering People with Spinal Muscular Atrophy to Live Life their Way
Summary of work
SMA My Way was designed to curate and share content that empowers people across the world living with spinal muscular atrophy (SMA) – a genetic, progressive muscle-wasting condition – to live life their way.
The experience of living with SMA makes people uniquely qualified for problem-solving. Whether it’s how to talk about SMA to a colleague at work, how to master make-up before a night out, or how to help a child stay on track with their physio routine during a pandemic, SMA My Way shares people’s unique approaches to maintaining independence, achieving life goals, and celebrating individuality.
Co-created with a group of SMA My Way Champions, the insights were validated by a patient insights survey, showing 61% agreed that practical information from people living with SMA was lacking. The programme, aimed at the whole SMA community, has built a dedicated, fully searchable, curated hub that didn’t exist before, housing 40 user-generated life hacks and blogs, visited by 135,000 people, and engaged with over 2.5million times on social media.
Judges’ comments
Roche and Aurora Healthcare Communications have produced a powerful, compelling and authentic campaign. The judges thought the entry represented a great use of agile learning and adjustment to deliver against a need area. The audience analytics, digital channel and content strategy, and the activation including iterative adaptation looks effective and overall well metricated. The “life hacking” concept was particularly well received by the panel. A deserving winner.
