Everyday is Milestone

Roche, a leading healthcare brand, wanted to create a meaningful direct mailer for doctors treating patients with Spinal Muscular Atrophy (SMA). Instead of a conventional brand message, the idea was to let the patients speak for themselves. Handwritten letters, penned by SMA warriors over several months, captured their journey of progress from struggling to hold a pencil to confidently writing full sentences. Each letter reflected the real, tangible impact of Evrysdi, Roche’s SMA therapy. When framed together and sent to over 50 doctors, these letters became more than tokens of gratitude they stood as living proof that every prescription brings hope, every effort fuels progress, and truly, everyday is a milestone.