Muscles for Michael

The world's most expensive drug is the only hope for a normal life for one-year-old Michael, who suffers from SMA type 1 disease. The 2.4 million US dollar drug from Novartis is only approved in the USA at this time. Michael's family turned to Absolut and, together with them, all levers were set in motion to increase public pressure on politicians and health insurance companies. More than 45,000 followers on social media, private donors, committed celebrities and involved media make it possible that after only four weeks little Michael gets the life-saving infusion at Heidelberg University Hospital. Branding, concept, social media campaign by Absolut.

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