Cannes Lions

Toby and Family: Understanding SMA

SUDLER & HENNESSEY, Milan / BIOGEN / 2017

Film
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Overview

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OVERVIEW

Description

This infographic-animation tells parents and siblings of newly diagnosed SMA patients everything they need to know about the disease.

After a quick overview of SMA, we quickly meet James who does NOT have SMA. The decision to start with a non-SMA patient allows us to show the "normal" use of muscles, before explaining how SMA makes these activities difficult.

This leads us to Toby, James' brother, who has SMA. The film shows that, despite his difficulties, he is bright and able to converse with James: a reassuring message for families.

Only after this reassurance does the film dive into the more difficult subjects: the different manifestations of SMA, what to expect and why SMA occurred in the first place. All are addressed is the same reassuring style.

Finally, the film looks to the future, offering advice on coping and sources of potential hope for families.

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