Give some air

Muscles for Muscles is 25 years old. A great time to draw extra attention to the mission to defeat muscle diseases in children. But how can we use the anniversary to recruit new donors? We discussed this with Spieren voor Spieren.

Strategy

In order to recruit new donors, it is important that there is a clear goal allocation, according to studies and previous experiences. Donors want to know what they're contributing to. So we first focused on formulating a goal allocation. And with the anniversary in mind, it quickly came to the table.

Breathing muscle training

Long will they live. We sing it almost thoughtlessly. For children with a muscle disease, singing a song or blowing out candles isn't so easy at all. Because that's what you need healthy muscles. Breathing and cough problems caused by respiratory muscle weakness have a huge impact on the lives of the children and their families. And besides being dangerous, these events are profound and scary. Despite that, there is still far too little attention and knowledge left. Muscles for Muscles wants targeted breathing muscle training to be developed so that muscle disease has less impact on daily life.

‍

Once the goal was determined, we were able to make the creative translation into the campaign. We'll sit down with our digital team with our creative team, because the campaign would mainly manifest online. The client was actively involved in the creative process, so that together we took a quick sprint towards the final aha moment: Give some air!

How it works

With “Give some air”, you buy via the campaign website a virtual balloon and give your money for research and thus air to the children who need this treatment so much. We have linked a webshop to the site and you can buy one or more balloons online in just a few clicks. Spieren voor Spieren has a large network of well-known (former) top athletes who draw attention to the campaign via their social media channels and networks. Honorary ambassador for Muscles for Muscles Louis van Gaal is also actively recruiting donors, including a personal video message on social media.

After the launch and successful rollout of the media plan and the active efforts of all Muscles for Muscles ambassadors, the required amount of 213,000 euros was reached! This allows for Lucas and other children are being developed a unique respiratory muscle training.

Do you want to breathe some air yourself and keep following the campaign? Then quickly visit the website and help to beat muscle diseases in children.