SectorGovernment / Non-profit and Charities
World's Strongest Boys is a new brand created by WCRS for the charity Duchenne UK.
Duchenne muscular dystrophy is a genetic muscle-wasting disease that almost exclusively affects males.
There is currently no cure and, in most cases, boys do not live beyond their twenties. While the degenerative condition makes the boys physically weak, having to live with this reality makes them incredibly strong; in a sense they are the World’s Strongest Boys.
WCRS and Duchenne UK want to draw attention to the boys' strong, defiant spirit by juxtaposing the world of physical strength and fitness with their remarkable inner strength.