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All eyes on our MND Association campaign

June 2017

We’ve joined forces with the Motor Neurone Disease Association to create a powerful campaign to raise awareness of this devastating condition, which has no cure.

Every day in Britain, six people die from MND, a condition that can affect anyone, taking away the ability to move, and for some, the ability to speak and breathe. Our multi-channel campaign focuses on the one part of the body that may remain unaffected – the eyes.

Through their eyes

Using online, social and outdoor advertising, our #MyEyesSay campaign drives people to a central hub – – where they can see life through the eyes of people living with MND.

Visitors to can show their support by sharing a selfie of their eyes, along with a message. The images will be used to form an interactive mosaic of Gemma Middleton, who was diagnosed at the age of just 29. While she had once dreamed of a career and a family, Gemma is now one of the people sharing their story of life with MND on the campaign website.

Posters featuring eyes are appearing across the UK, including the use of the eyes of MND Association patrons Stephen Hawking, Benedict Cumberbatch and Eddie Redmayne. 21st June is Global MND Awareness Day and we are taking over Birmingham Grand Central’s huge digital eye-shaped screen. Showing campaign videos, live Tweets and selfies from social feeds. A Thunderclap is also encouraging users to share their support at exactly the same moment across social channels.

In addition, the website features a highly-innovative interactive quiz putting users in the place of people living with the condition who are forced to interact with their computer solely with their eyes. Normally this requires specialist technology and software but our quiz will allow anyone with a webcam connected to their computer to experience it for themselves. 

bigdog’s Digital Creative Director Ashika Chauhan added: “The innovative use of integrated channels to communicate such an important message is testament to our collaborative approach at bigdog”.


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