Duchenne UK

Strengthen the movement

Agency: WCRS


Duchenne Muscular Dystrophy (DMD) is a genetic muscle-wasting disease that almost exclusively affects males. There is currently no cure and in most cases boys do not live beyond their twenties. While the degenerative condition makes the boys physically weak, having to live with this reality makes them incredibly strong; in a sense they are the World’s Strongest Boys. We wanted to draw attention to these boys’ strong, defiant spirit by juxtaposing the world of physical strength and fitness with their remarkable inner strength. The brand’s launch campaign enlists a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength which, shared via the sports stars’ social channels, then direct the public to a website,, where a 60-second film reveals the true identity of the World’s Strongest Boys, shown through the eyes of 10-year old DMD sufferer Alex Hallam.

This professional campaign titled 'Strengthen the movement' was published in United Kingdom in July, 2016. It was created for the brand: Duchenne UK, by ad agency: WCRS. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 7 years ago.


Advertising Agency: WCRS, London, UK
Executive Creative Director: Billy Faithfull
Creative Team: Conrad Swanston, Alex Bingham
Design: Howard de Smet
Account Handlings: Archie Tollast, Vicky Janaway
Agency Producers: Joseph Pawsey, Alex Honnor
Strategist: Stuart Williams
Editor: Vid Price
Post producer: Kathryn Wiggington
Colourist: Houmam Abdallah
Audio production: 750 MPH
Sound Designers: Mike Bovill, Sam Ashwell
Campaign photography: Kuba Wieczorek

Fruit of the Loom


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