Excellence in Engagement Through Social Media/Digital Channels – Over £51,000

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.