Give some air
Since 1998, Spieren voor Spieren people are moving from the idea of “healthy muscles for sick muscles” to defeat all muscle diseases in children together. This goal is ambitious and it takes a lot of money and effort to combine knowledge and strength. Every day counts when it comes to tackling muscle diseases. Because once a muscle is lost, it never comes back.
Recruiting new donors
Spieren voor Spieren is 25 years old. A great time to draw extra attention to the mission to defeat muscle diseases in children. But how can we use the anniversary to recruit new donors? We discussed this with Spieren voor Spieren.


In a few steps to the concept
Strategy
In order to recruit new donors, it is important that there is a clear goal allocation, according to studies and previous experiences. Donors want to know what they're contributing to. So we first focused on formulating a goal allocation. And with the anniversary in mind, it quickly came to the table.
Breathing muscle training
Long may they live. We sing it almost without thinking.
But for children with a muscle disease, singing a song or blowing out birthday candles is anything but simple—because that takes healthy muscles. Breathing and coughing problems caused by weakened respiratory muscles have a profound impact on the lives of these children and their families. Not only are these issues dangerous, they’re also distressing and frightening.
And yet, awareness and knowledge remain far too limited.
Spieren voor Spieren wants to change that—by pushing for targeted respiratory muscle training that helps reduce the everyday impact of muscle diseases.


Give some air
Once the goal was determined, we were able to make the creative translation into the campaign. We'll sit down with our digital and creative team, because the campaign would mainly manifest online. The client was actively involved in the creative process, so that together we took a quick sprint towards the final aha moment: Geef wat lucht! (Give some air!)
How it works
With Geef wat lucht (“Give some air”), you can buy a virtual balloon through the campaign website and donate to support vital research—offering real relief to children who desperately need this treatment. We integrated a webshop into the site, making it easy to purchase one or more balloons with just a few clicks.
Spieren voor Spieren has a strong network of well-known (former) top athletes who promote the campaign through their social media channels. Honorary ambassador Louis van Gaal is also actively involved, helping to recruit donors—including through a personal video message shared on social media.


More and more breathing room
After the launch and successful rollout of the media plan and the active efforts of all Muscles for Muscles ambassadors, the required amount of 213,000 euros was reached! This allows for Lucas and other children are being developed a unique respiratory muscle training.
Do you want to breathe some air yourself and keep following the campaign? Then quickly visit the website and help to beat muscle diseases in children.
A conversation about your campaign?
Email Simon at simon@effectgroep.nl for a good conversation about charity campaigns.
