Challenge
FSHD, a form of muscular dystrophy, progressively weakens the face, upper arms, shoulders, and legs. Funding research is a challenge due to its relative obscurity. The Dutch FSHD Foundation sought our help to raise awareness and donations. We aimed to create standout content amid the daily deluge.
Concept
FSHD, stemming from a genetic missing link, often starts by stealing your smile. At Ronald Snijders' comedy show, we crafted a daring experiment: ten minutes of silence from a secret pact in the crowd. The revelation came from Nynke, our FSHD advocate.
Case video
Results
We reached over one million people on TV & radio and 1,5 million views online.
Within a week the stunt got the attention of big media outlets in the Netherlands like PAUW, de Coen & Sander Show, Ekdom and Dumpert.
Even weeks after our stunt, we kept generating valuable attention in well-read Dutch magazines like the Linda.
Coen & Sander Show
Coen & Sander Show
Dutch Creativity Awards
Bronze - PR & Influencer
Esprix
Bronze - Not for Profit
SAN
Accent - Smart Idea
Cannes Lions Festival
Finalist - PR
Finalist - Entertainment
Team a.o.
Rens Quirijnen
Bjorn van den Hout
Frank van Rooijen
Lionell Schuring
Stichting FSHD
© 2023 Lionell Schuring