SMA (Spinal Muscular Atrophy)

People living with SMA navigate a level of ingenuity most people never have to think about—workarounds for lifting, moving, conserving energy, getting through an ordinary day. That reality shaped everything I wrote for this condition, across two very different campaigns.

For Life Takes Muscle, an unbranded campaign, I took over social when the site's voice was already established—three posts a week for three months, plus long-form blogs—working closely with the social team's strategist, and consulting the site's original writer early on to make sure I matched the voice already in place. The work centered on warmth, empathy, and building real community rather than pushing a product.

On the branded side, for Scholar Rock's ISEMBYLD, I named the patient support program itself—Scholar Rock Supports—and built its full digital ecosystem: a voice and brand style guide, both DTC and HCP websites, and the brochure introducing the program, along with revised copy on an existing infusion-day patient guide.

Together, this work reflects the same instinct applied twice: really listen to how people with SMA actually live, then find language that respects that.

SELECTED SOCIAL POSTS—UNBRANDED LIFE TAKES MUSCLE CAMPAIGN (FACEBOOK & INSTAGRAM)