FSHD
COMEDIAN'S
WORST NIGHTMARE
Background
Facioscapulohumeral muscular dystrophy (FSHD) is a rare muscle disease that progressively weakens facial, shoulder and upper arm muscles. Despite its severity, public awareness was low and funding for research remained limited.
The challenge: How do you make people truly understand a disease that is often overlooked?
WORK
One of the earliest signs of FSHD is losing the ability to smile. So, we created an experiment that took smiles away in an unexpected place: a standup comedy show.
At a live performance by comedian Ronald Snijders, a secretly planted group in the audience made a silent pact: not laughing for 10 minutes.
Impact
1.5 million views online and over 1 million reached via TV & radio.
Major national media coverage, including PAUW, De Coen & Sander Show, Ekdom, and Dumpert within the first week.
Sustained attention, with features in leading Dutch magazines like Linda.
Increased awareness and in 2 weeks 4 times more donations than normally in a year.
Awarded with a Bronze ADCN Award (PR & Influencer), Bronze Esprix (Not for Profit), SAN Accent (Smart Idea) and 2x Finalist at Cannes Lions
