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Our mission is to empower people living with neuromuscular diseases to live longer, more independent lives.
Muscular Dystrophy Association Named Finalist for Two Honors at the 10th Annual Shorty Impact Awards
NEW YORK, Friday, October 17, 2025 — The Muscular Dystrophy Association (MDA) has been named a finalist in the 10th Annual Shorty Impact Awards for two standout initiatives that highlight its leadership in storytelling and advocacy:
- MDA’s 75th Anniversary PSA - Public Service Announcement Category
- MDA’s Advocacy Campaign to Protect Medicaid - Public Health Category
“These two campaigns capture the spirit of MDA’s 75th anniversary, honoring our legacy while driving forward with purpose,” said Morgan Roth, Chief Marketing Officer, MDA. “Our 75th Anniversary PSA celebrates the extraordinary progress made possible by our community, while our Medicaid advocacy work shows the power of authentic storytelling to influence change and protect access to care. Both reflect the heart of who we are and the impact we make every day.”
MDA 75th Anniversary PSA: Celebrating Legacy, Impact, and Momentum
Developed with creative agency Yes&, the PSA marked a milestone year—honoring decades of progress in neuromuscular research, care, and advocacy—while inspiring new audiences to join the mission. Creative concept: Transition from black-and-white to full color to symbolize MDA’s evolution from its historic roots to a vibrant, innovative future.
“Our goal with the 75th Anniversary campaign was to celebrate Muscular Dystrophy Association’s remarkable history while inspiring a new generation to carry the mission forward,” said Sandra Sullivan, Vice President of Campaign Strategy, MDA. “We wanted to honor the families, scientists, clinicians, and supporters who built this legacy, and to do it through powerful storytelling that connects emotion with progress. Being recognized for this work is an incredible testament to the creativity and collaboration across our entire community.”
Results:
- 134.8 million impressions
- 74,000+ placements
- $4.35 million in ad value
- Expanded reach via streaming, radio, and influencer partnerships
MDA Advocacy Campaign to Protect Medicaid: Mobilizing Grassroots Action
In partnership with Strategic Elements, MDA’s campaign educated policymakers and the public about Medicaid’s essential role in providing care for people living with disabilities and neuromuscular diseases.
“The MDA Advocacy Campaign to Protect Medicaid is a testament to the importance of a community speaking with one voice,” said Paul Melmeyer, MPP, Executive Vice President of Public Policy and Advocacy, MDA. “By combining data-driven insights with the lived experiences of our advocates and families, we did everything we could to make policymakers truly see what’s at stake.”
Impact Highlights:
- 13,000+ messages sent to Capitol Hill
- 1.5 million Facebook ad impressions
- 9%+ engagement rate — ten times the healthcare industry average
- 25 million+ readers reached via earned media in The Miami Herald, Baltimore Sun, and Ohio Capital Journal
“Protecting Medicaid isn’t just about policy, it’s about people,” said Mark Fisher, Director of Advocacy Engagement, MDA. “This campaign empowered our advocates and families to share their stories in a way that moved hearts and informed decision-makers. The strength of this movement came from the authenticity of our community’s voices, united in the belief that access to care is a fundamental right for every person living with a disability.”
Recognizing a Decade of Impact
“As we celebrate our 10th year, the Decade Forward theme is a call to action for the next decade of impact,” said Junmian Sun, Managing Director of the Shorty Awards. “Muscular Dystrophy Association’s recognition reflects not just creativity, but a sustained commitment to driving social change.”
Winners will be announced November 18, 2025, at The Belasco in Los Angeles.
TAKE ACTION: Voting is open!
Media contact press@mdausa.org.
About Muscular Dystrophy Association
Muscular Dystrophy Association (MDA) is the #1 voluntary health organization in the United States for people living with muscular dystrophy, ALS, and over 300 other neuromuscular conditions. For 75 years, MDA has led the way in accelerating research, advancing care, and advocating support and inclusion of families living with neuromuscular disease. MDA's mission is to empower the people we serve to live longer, more independent lives. To learn more visit mda.org and follow MDA on Instagram, Facebook, X, Threads, Bluesky, TikTok, LinkedIn, and YouTube
About Muscular Dystrophy Association’s 75th Anniversary
In 2025, the Muscular Dystrophy Association proudly marks 75 years legacy, impact and momentum in the fight against neuromuscular diseases. Since our founding, MDA has been at the forefront of research breakthroughs, providing access to comprehensive care, and championing the rights of people living with muscular dystrophy, ALS, and over 300 other neuromuscular diseases. This milestone has been made possible by generations of dedicated support from people living with neuromuscular disease, their families, researchers, clinicians, volunteers, and donors—who boldly drive our mission forward. As we look ahead, we remain committed to honoring this legacy, building on the impact we’ve made together, and continuing our momentum toward transformative progress for people living with neuromuscular disorders. Learn more at MDA75.org.
