A new campaign for Duchenne Muscular Dystrophy charity Duchenne UK lures in viewers via a YouTube compilation video that promises amazing feats of strength.
In the YouTube film, various athletes are shown doing everything from martial arts to acrobatics on a hoverboard to demonstrate their incredible physical strength. But in each of these clips the athletes end by voicing the words: "If you think that's strong, check out the World's Strongest Boys."
When the viewer clicks through, they're taken to the World's Strongest Boys campaign website, where they watch a film about 10-year-old Duchenne Muscular Dystrophy sufferer Alex Hallam and hear how most of the boys suffering the disease do not survive beyond their twenties. The film was directed by George Belfield of Somesuch for WCRS, which is behind the campaign. There's also photography that features heroic imagery of boys living with Duchenne, captured by Kuba Wieczorek, the talent behind Channel 4's "Superhumans" campaign for the Paralympic Games in 2012.
On the website, World's Strongest Boys asks people to use their muscles to help boys losing theirs. They can do this by buying a range of fitness products including protein shakers and T-shirts, or by registering to take part in a series of branded sporting events. All the proceeds will be used to fund research into a cure for DMD.