Duchenne sufferer Alex is the “world’s strongest boy” from WCRS

Duchene Muscular Dystrophy is a wasting disease affecting about one in 3,600 boys. It leads to increasing difficulties as they grow older and a life expectancy of somewhere in the twenties. There is, as yet, no cure.

Emily Crossley and Alex Johnson are mothers whose sons were diagnosed with the disease five years ago and they’ve brought their two charities together to form Duchenne UK to help fund research into the disease which, gratifyingly, is showing progress. Fund-raising includes a number of sport-related activities.

Agency WCRS adopted Duchenne UK as its charity and has produced a new online campaign, ‘The World’s Strongest Boys,’ featuring Duchenne sufferer ten year-old Alex Hallam.

With a back-up campaign on the social media channels of some conventionally strong boys.

The main ad will break later this week in Channel 4’s Paralympics coverage thanks to some nifty media buying on a miniscule budget by John Ayling and Associates.

So far Duchenne UK has raised about £5m to reveal some light at the end of a very dark tunnel.

Top marks all round.

MAA creative scale? You’d like to give it ten. That would be overdoing it but WCRS and JAA may find they’re mentioned in awards despatches somewhere.

So: 9.

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