We are delighted to be working with Duchenne UK, our chosen charity for our Creativity for Good initiative 2022.

Our interested agencies have been briefed on the opportunity and we are excited to receive their proposals in the coming months.

What is Duchenne muscular dystrophy (DMD)?

  • DMD is the most common and severe form of muscular dystrophy. Usually diagnosed in early childhood, it mainly affects boys.
  • Children born with DMD cannot produce the protein dystrophin, which is vital for muscle strength and function. Without it, all the muscles in the body gradually weaken, leading to a loss of mobility. It eventually affects the heart and lungs and shortens life expectancy.
  • In the UK, there are around 2,500 people affected and around 300,000 worldwide.

Who is Duchenne UK?

  • Duchenne UK has one clear aim – to end Duchenne: a severe muscle-wasting disease diagnosed in childhood.
  • As the leading DMD charity in the UK, we want to bring an end to Duchenne’s devastating impact. We’re going further to find effective treatments by funding groundbreaking medical research. We’re doing it faster, too, by overcoming the barriers in the way of getting treatments to this generation of patients. And we’re here to support every family and ensure they receive the best possible care.
  • We’re bringing scientists, the pharmaceutical industry, the NHS and families together to make real change happen.
  • Together, we will end Duchenne.

The brief / summary

Our ambition is for the campaign to raise funds for Duchenne UK, specifically for their Family and Friends Funds (FFFs) initiative.

Duchenne UK work with the DMD community very closely and have set up a FFFs initiative whereby families affected by DMD and their close friends can set up funds that they can name and brand as they wish, but that are managed by Duchenne UK. This means that they can more easily fundraise in their own local area. The family then has the ability to choose which of our projects they would like to allocate their funds to.

So, the ask is to build a campaign that is broad enough to raise funds for the wide ambition of Duchenne UK BUT, at the same time, “tailorable” so that any deployment of that campaign can be personalised for small groups of folk who are looking to raise funds in their communities.

Key Dates

  • 15th July – briefing meeting
  • 9th September – proposals submitted
  • 16th September – short listed agencies notified
  • W/c 21st September – Pitches for shortlisted agencies
  • Within 2 weeks – winner agency notified
  • Chosen agency finalises campaign from September.
  • Campaign launches 1st November.
  • Campaign to be revealed at PM Society Awards 17th March 2023.