Duchenne UK wanted to spark awareness of Duchenne Muscular Dystrophy (DMD). Our Content team developed the World’s Strongest Boys (WSB) fundraising brand and clickbait campaign. We partnered with strength building micro-influencers, sports stars and leading athletic brands from Red Bull to popular UK gyms like Barry’s Bootcamp. Our partners shared clickbait videos of feats of physical strength, encouraging followers to click through to see the World’s Strongest Boys. Once clicked, the user was directed to a powerful video about DMD on the World’s Strongest Boys website. The campaign was picked up by powerhouses like BBC, Esquire, The Sun and more. The WSB hashtag reached 182MM impressions on Twitter, while the WSB website was visited every 20 seconds during its inaugural launch period.