World’s Strongest Boys
Duchenne Muscular Dystrophy is a muscle-wasting disease that almost exclusively affects young males. Most boys with it won’t live past their twenties. And although they may not be physically strong, we believe that living with this reality makes these boys anything but weak. In a sense, they are the World’s Strongest Boys.
As a result we created a fundraising brand that uses this idea to tap into people’s hearts and wallets. For launch, this July, we enlisted sports stars to create films of themselves performing incredible feats of strength, which were then shared on social media. At the end of each film, the athletes turn to camera and say, “If you think that’s strong, check out the World’s Strongest Boys”.
Users are then directed to our WSB website where they’re greeted by a video telling the story of Alex, a young boy with Duchenne. On the site they can also learn about ways they can use their muscles to help the boys losing theirs (by signing up for fundraising events such as marathons and cycle rides), can buy branded protein shakers and t-shirts, and even create their own videos showcasing feats of strength.