PM360’s Masterclass of Storytelling 2023 EVERSANA INTOUCH and

Fierce Against MD


Duchenne muscular dystrophy (DMD) affects one in 5,000 newborns—primarily boys. It’s an extremely rare genetic disorder that gradually weakens the body’s muscles. Children with Duchenne, like Conner Curran, are robbed of their ability to walk, breathe, and even smile. Currently, there is no cure for DMD—and most afflicted do not survive past early adulthood. Like many rare diseases, government funding is low, so Conner’s parents started a nonprofit organization, Kindness Over Muscular Dystrophy, to bring together family and friends in support of charitable giving for muscular dystrophy research.

In short, EVERSANA INTOUCH’s goal was to increase awareness about DMD and encourage attendance at the annual fundraising event—the proceeds would be directed toward medical and scientific research aimed at ending this disease.

Conner’s inner strength is a source of daily inspiration to anyone who knows him. Despite his body failing him and his uncertain future, he has a powerful beast inside him that’s determined to defy his disease. Enter “Fierce Against MD.” Even though MD may steal smiles, it can never steal one’s fierce determination to fight it with all they’ve got. Through outdoor, social media, and custom-made AR filters, EVERSANA INTOUCH helped drive attendance and donations to a record-breaking, live fundraising event.

The theme was “Kind to Each Other, Fierce Against MD,” so, in collaboration with award-winning photographer Ale Burset, EVERSANA INTOUCH developed custom, in-house Instagram/Facebook augmented-reality filters that were shareable socially via mobile devices. The filters encouraged supporters to choose their favorite fierce animal, and through the filter, “become” the animal. When they move their heads, the animal moves theirs. When they snarl, the animal snarls.

Along with helping spread awareness about this debilitating and (currently) fatal disease, this campaign helped drive a record-breaking number of donations for the Curran’s annual fundraising event, raising over $250,000.

To learn more about Conner’s fierce determination—and to take action—please visit


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