By Gillian West

Duchenne UK and WCRS’ ‘World’s Strongest Boys’ have won over The Drum readers to be crowned Creative Work of the Week.

Launched mid-July, the campaign draws attention to Duchenne Muscular Dystrophy (DMD), a genetic muscle-wasting disease that almost exclusively affects males with around 2,500 boys in the UK currently living with the disease.

While the degenerative condition – for which there is no cure – makes these boys physically weak, having to live with the disease and the reality that they may not live beyond their twenties makes them incredibly strong and, in a sense, the ‘World’s Strongest Boys’.

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Source: The Drum