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SMA MY WAY: Empowering People with Spinal Muscular Atrophy to Live Life Their Way

by Aurora Healthcare Communications for Roche

Summary of work

SMA My Way was designed to curate and share content that empowers people across the world living with spinal muscular atrophy (SMA) – a genetic, progressive muscle-wasting condition – to live life their way.

The experience of living with SMA makes people with the condition uniquely qualified at problem-solving. Whether it’s how to talk about SMA to a colleague at work, how to master make-up before a night out, or how to help children stay on track with their physio routine during a pandemic, SMA My Way shares people’s unique approaches to maintaining independence, achieving life goals and celebrating individuality.

Co-created with a group of SMA My Way Champions and supported by Roche, the aim is for the whole SMA community to eventually get involved by sharing their lifehacks on their own social media channels with the hashtag #SMAMyWay.

Lifehack videos are curated on a dedicated and fully searchable SMA My Way portal, where video subtitles are available in all languages through YouTube’s platform.

Judges' comments

Aurora and Roche have put together an entry with good situation analyaisis and really clear objectives.  The judges liked its flexibility, changing mid-campaign and the fact that the steering committee and champions had active involvement. It was well written, structed and articulated.


SMA MY WAY: Empowering People with Spinal Muscular Atrophy to Live Life Their Way - by Aurora Healthcare Communications for Roche

Asthma Revolution – Educating and Activating Primary Care Physicians (PCPs) - by CMC Connect part of McCann Health Medical Communications, an IPG Health Company for AstraZeneca.

A Social Campaign that Started Conversations about Depression Across Europe - by Langland for Janssen EMEA

The Smear Word - by evoke mind+matter for Roche

Small Steps are a Big Start - by WE Communications for LEO Pharma

Category Sponsors

Louise Dunn, Communications Consultant – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253