Youth in Action

The goal:

To generate awareness of Muscular Dystrophy Canada and to elevate awareness of the challenges faced by people with neuromuscular diseases by inviting Calgarians to participate in the Youth In Action conference.

The project:

Youth in Action (YIA) is a conference targeted at youth and families affected by neuromuscular disorders. It provides networking opportunities, interactive workshops and motivational speakers than help participants cope with everyday challenges. Seeking to generate awareness of Muscular Dystrophy Canada and to elevate awareness of the challenges faced by people with neuromuscular diseases, Muscular Dystrophy Canada contacted Momentum Communications to tell their story.

Momentum’s media strategy was to leverage the fame of professional B-boy, Luca “Lazylegz” Patuelli, a conference presenter and individual living with a neuromuscular disease, to tell his story and share his “No excuses. No limits.” message. He also performed on the talk shows, providing additional interest to media outlets.

The result:

Luca and the Muscular Dystrophy Canada spokesperson were featured on Breakfast Television, CTV Morning Live and Global Morning, achieving great exposure for the conference and for the organization itself.