AME Cada Conquista: Empowering Young People and Adults with SMA

Client: Biogen Brazil

Biogen Brazil’s "AME Cada Conquista" campaign brought visibility to Spinal Muscular Atrophy (SMA) Type 3, a rare condition affecting young people and adults, often overlooked in public discussions. The initiative aimed to combat misinformation, amplify patient voices, and emphasize the importance of multidisciplinary care.

Strategy & Execution Inspired by the 2024 Paralympic Games, the campaign’s hero activation was a sticker album featuring real-life stories of SMA patients, including Paralympic athlete Laissa Guerreira. This creative approach humanized the cause, making it more relatable and engaging. The campaign used a 360º multichannel strategy, combining: ✅ Influencer & patient advocacy to drive organic engagement. ✅ A launch event in São Paulo with press, influencers, and healthcare professionals. ✅ Social media & media outreach to maximize awareness. Impact & Results 16.1M digital impressions 20.1M earned media reach 36.2M total campaign reach By blending storytelling, digital engagement, and strategic partnerships, AME Cada Conquista successfully empowered SMA patients, drove awareness, and reinforced Biogen Brazil’s commitment to advocacy and patient care.