National Organization for Rare Disorders (NORD) and CDM New York
Good Morning Peyton
On Rare Disease Day in February 2017, CDM and the nonprofit NORD launched the Do Your Share for Rare campaign to encourage rare disease community involvement. Soon after, a nurse contacted the team about Peyton Madden, a 10-year-old boy who suffers from a rare allergy to light that keeps him from playing outside during the day.
Learning about Peyton inspired the team to the get his entire town of El Dorado, Kansas, to throw him a surprise nighttime pool party. This beautiful documentary film about the experience was created to inspire others to do their share for rare disease patients.
The footage captured Peyton’s surprise and joy at the party and the tremendous community effort it took to pull it off. It also features candid footage of Peyton and his family discussing his condition.
“The film is a moving, beautiful representation of a beautiful event,” said one judge. “It wonderfully captures the emotion and isolation involved in this and many rare diseases.”
The CDM team worked pro bono on the project through days, nights, and weekends for nearly three months. Challenges included keeping the huge participatory event a secret from Peyton and filming in the dark with a child who is allergic to light.
Between its October 2017 launch and awards submission time, the documentary had 83,779 total views across Facebook and YouTube. It was viewed on YouTube at least once in 77 countries, and at least 20 times in 31 countries. An October 25 Facebook post reached 130,000 people.
Finalists
Biogen and CDM New York for Spinraza
Spinraza MOA/ROA
Invokana, Janssen, and Hill Holliday
Janssen Invokana Love Your Numbers: Choices
Merck, Marina Maher Communications, TBWA\WorldHealth, and InterbrandHealth
Merck Reframes the Definition of Invention to Include Innovations in Medicine
National Organization for Rare Disorders (NORD) and CDM New York
Good Morning Peyton
Pfizer and HealthWork
Pfizer-Dreams
From the October 11, 2018 Issue of MM+M - Medical Marketing and Media
