MNDA #myeyessay

Motor Neurone Disease Association

#MyEyesSay

Every six minutes, somebody in the UK dies from Motor Neurone Disease. This degenerative condition has no cure and, over time, takes away the ability to move, speak and even swallow. In the advanced stages, many of those living with MND are only able to move their eyes.

We took this shocking insight as the basis for our nationwide campaign for MND Awareness Day and told the stories of those with MND through their own eyes. We designed and built a website featuring stories of people whose lives have been devastated by the disease.

Our site also included an interactive mosaic showing messages of support using #MyEyesSay. Plus, a unique challenge where visitors could experience life with MND by using the same eye-tracking technology that many with MND rely on.

Nationwide activity for maximum awareness

We drove traffic online with national outdoor activity, including high profile London posters featuring famous supporters Eddie Redmayne, Benedict Cumberbatch and Sir Stephen Hawking.

We also brought our campaign to one of the UK’s most innovative outdoor sites, the media eyes above Birmingham’s New Street Station – showing video and real-time social content.

Our campaign raised awareness right across the UK, generating over 800,000 tweets and reaching over 12 million people. Sharing knowledge and building engagement – resulting in a better understanding of Motor Neurone Disease.

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