Muscular Dystrophy Association

30 Days of Strength

The Muscular Dystrophy Association (MDA) has been supporting people with muscular dystrophy, ALS, and over 40 other neuromuscular diseases for nearly 70 years. In 2010, their famous telethon with Jerry Lewis ended and they were in desperate need of a campaign to raise funds and rejuvenate support. Instead of a one-day event, this campaign “30 Days of Strength," expanded to the entire month of September, coinciding with Muscular Dystrophy Awareness Month. The campaign utilized video, digital, social media, print, direct mail, and out-of-home channels to boost visibility and donations for MDA. It highlights individuals with neuromuscular diseases defying limitations and showcases their resilience through "I will" statements, illustrating the impact of donor support. This campaign has turned into an annual event during September for MDA.