Spinal muscular atrophy (SMA) is a rare genetic disorder that affects approximately 1 in 10,000 people worldwide, potentially leading to irreversible, progressive muscle deterioration. To combat this, the SMA voluntary newborn screening program was launched on November 1, 2022. To support this critical initiative, FleishmanHillard Café provided strategic communication support for a nine-month-long educational campaign in collaboration with Mizse and Novartis. Our role extended beyond media relations, press materials, and interviews—we also oversaw the design of a dedicated campaign logo and visual assets. One of the campaign’s most impactful elements was the distribution of five million 1.5-liter Mizse mineral water bottles, featuring information about SMA and the free newborn screening program. As a result, parent participation steadily increased, with 74.3% of newborns screened for SMA. More importantly, the program successfully identified SMA in nine infants, who have already started receiving the necessary treatments—a testament to the life-changing impact of early detection. We are proud to have contributed to this vital project, helping to improve—and even save—the lives of newborns.
