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. Although they may not be physically strong, living with this reality makes these boys anything but weak. In a sense, they are the World’s Strongest Boys.
We created a fundraising brand built on this thought, and for launch 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 the camera and say, “If you think that’s strong, check out the World’s Strongest Boys.”
Users were then directed to the WSB website where they were greeted by a video telling the story of Alex, a young boy with Duchenne. On the site they learn about ways they can use their muscles to help the boys losing theirs (by signing up for marathons and cycle rides), buy branded protein shakers and t-shirts, and even create their own videos showcasing feats of strength.