Muscular Dystrophy UK "Walk the last bit to work" by Atomic London

Following a loss in donations during the pandemic, Muscular Dystrophy UK has transformed eight-year-old Carmela Chillery-Watson into an eight-bit superhero to encourage Londoners to donate part of their Tube fare to the charity.

In an attempt to raise £1m for people with muscle-wasting conditions – many of whom are unable to leave the house due to health concerns – the initiative will see a digital person appear alongside Carmela on London's Piccadilly Lights for every donation received. 

Launching across outdoor, digital and social media, the work was created by Ben Gough and Amilcar Torija. To donate £3, commuters can text "WALK" to 70140.

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