BBK challenged us to show their social contribution through an awareness campaign that could draw attention to some of the programs they develop and issues they address in their foundation. We realized that only in Spain, more than 2 million people over the age of 65 live in a situation of undesired loneliness. An invisible reality that only becomes visible in the numerous cases of people who die in utmost solitude, only then receiving some attention from the media.

The main challenge was to encourage conversation about the lack of access to treatments and the importance of early diagnosis for Duchenne Muscular Dystrophy. To create an awareness campaign about Duchenne Muscular Dystrophy that includes public opinion in such a way as to produce an explicit call to action aimed at greater access to the treatments for this disease.