Social Campaign

DTC · Spinal Muscular Atrophy (SMA)

Over three months, I wrote social content for Life Takes Muscle, an unbranded rare disease campaign supporting patients and caregivers living with SMA—three posts a week, plus long-form blogs for the campaign's site.

The strategy behind this campaign was some of the strongest I've worked from; the ideas were so clear that the writing nearly wrote itself. Going unbranded gave the work more room to breathe—more leeway, more focus on the people living with SMA rather than a product message. I learned an enormous amount about the disease in the process, and the patients and caregivers who shared their stories were remarkable.

The work centers on listening—reflecting the varied realities of living with SMA, from mobility and daily routines to advocacy and community. Across video, carousel, and long-form formats, the content balances clarity with emotional truth, creating space for patients and caregivers to see themselves represented without simplification.