Many Americans are likely familiar with the Muscular Dystrophy Association since the organization, in many ways, helped create the very template for modern charitable missions and programs, and built the field of neuromuscular disease research, care, and advocacy. What many may not know is that MDA has consistently expanded its focus to lead the fight against all neuromuscular diseases – while also being a force in the development of new treatments for every one of them.
MDA continues its efforts for those people living with muscular dystrophy, but also for people living with amyotrophic lateral sclerosis (ALS aka Lou Gehrig’s disease) and over 300 other neuromuscular conditions. For 75 years, they have led the way in accelerating research, advancing care, and advocating for support and inclusion of families living with such diseases.
Yes& is now devoted to marking this anniversary in ways that speak vividly to current constituents while also attracting a new generation of supporters. Their new campaign’s theme is clearly expressed across all messaging under “Legacy. Impact. Momentum.” They note that it unifies their communication across all media and channels and is all within the work created with messaging and imagery designed and developed specifically with the 75th anniversary in mind.
The agency has worked to ensure that the campaign explicitly leads with the gratitude MDA has for all its key constituents, partners, patients, families and many others are very much included in the robust media program.
“When the Muscular Dystrophy Association was founded in 1950,” Morgan Roth, CMO, MDA explains, “Dr. Ade Milhorat was one of the very few doctors in the world researching muscular dystrophies. It was his friendship with New York businessman Paul Cohen – who had a form of muscular dystrophy – that brought them together to answer the urgent need to raise funds to advance research seeking treatments and cures for muscular dystrophy. Thus, MDA was born. We have remained true to our mission – empowering the people we serve to live longer, more independent lives – ever since.”
The campaign had a soft launch at the beginning of the year and is now rolling out as a fully integrated effort – paid media, organic social, influencer activations, PSA campaign, direct mail, woven into events, etc. Paid media went live on January 28 and the social program is primarily focused on Facebook, Instagram, LinkedIn, TikTok and YouTube. The campaign will continue throughout the entire anniversary year.
“Our primary mission is to reconnect with MDA’s established community that is so much a part of MDA’s legacy and impact today,” says Mark DeVito, SVP Content, Yes&. “But it’s also critical that we engage and deeply connect with a new generation of supporters who can be a driving force to MDA’s future momentum and impact.”
MDA and Yes&’s social media purpose for the effort is to do no less than serve as the digital heartbeat of the neuromuscular disease community – creating meaningful connections that empower people to share experiences, find support, and thrive together. Their social channels provide an always-on platform where community members never have to face their journey alone.
