The FSHD Foundation faced a unique challenge—raising awareness and funds for Facioscapulohumeral Muscular Dystrophy (FSHD), a little-known condition. Our task: create a standout campaign amid social media noise, empathizing with FSHD's impact on muscles, and engaging a broad audience.
We devised an innovative online activation: 'Keeping a Straight Face for FSHD.' We curated hilarious content and created an interactive test to challenge participants to maintain a straight face. They could challenge friends, family, and followers, fostering virality. Participants also had the option to bet donations, directly supporting FSHD research.
Frank van Rooijen
© 2023 Lionell Schuring