Written by New York Times bestselling author Jill Twiss, the book is created from the perspective of a person living with MND and explains what they will be going through in a thoughtful, informative way through an immersive digital experience. To launch the project, we created a documentary showing a group of people with MND and their families as they experience the book for the first time.
MND is a neurodegenerative condition that deteriorates muscular nerve cells, ultimately taking away a person’s ability to speak. By integrating voice banking technology with the difficult task of explaining MND to loved ones, the project simplifies and humanises the experience and encourages individuals to take action earlier in their diagnosis.
This campaign was launched in the UK and created by VMLY&R New York.