Duchenne Muscular Dystrophy (DMD) is a deadly genetic disorder affecting young men. Those who suffer from it experience their muscles degenerating over time so that they can no longer write. To raise awareness in Australia, a robot was built and trained to recreate the handwriting of Jacob, a teenager affected by DMD who could no longer write. The robot wrote down the names of everyone who signed an online petition, a physical testament to their strength and support. Once signed, every person received a photo on their Facebook wall to further increase social reach and engagement with the campaign.

It generated 6.7 million Facebook impressions and over 32,000 signatures, with a 48% conversion rate at no media cost.