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MG Illuminate Virtual Launch

Santa Monica's Pacific Wheel in teal

The Challenge

Argenx, a global biopharmaceutical company, wanted to create awareness for MG United, a platform developed to educate and build community among those affected by Myasthenia Gravis, a rare autoimmune disease.

Our Strategy & Activation

How to bring together a community needing to connect when social distancing is the normal and people with MG can’t meet in person? Bring them together virtually. That’s how MG Illuminate was born. This full-scale virtual celebration launched on June 1st to kick off MG awareness month, and at the center of it all was MG United, a new digital community platform that provides clear, credible information about MG and advice on the many was it affects the people who live with it and those who love them. Attendees enjoyed a variety of segments including a debut of the new site, a sneak peek at a new documentary focusing on MG, a panel conversation with the filmmakers, a virtual art gallery, and more. Then, for the finale, we brought the physical world back into the picture as landmarks across the country were illuminated in MG’s signature teal.

The “MG Illuminate” virtual event was recognized with an Honorable Mention for Best Medical Conference/Event Marketing at the 2020 Fierce Pharma Awards.