Téléthon 2025

Restoring a voice to a national cause.

AMH (Association Marocaine des Handicapés) relaunched the Téléthon in 2025, nearly 25 years after its last edition. The objective was to fund the expansion of a healthcare center and mobilize national support for long-term medical care.

The challenge was twofold: reintroduce a large-scale national fundraising initiative after decades of absence, and do so without relying on outdated, pity-driven narratives often associated with disability communication.

Instead of relying on urgency or emotional appeal, the campaign was built around restoring trust. The creative direction focused on portraying people with disabilities as individuals with presence, voice, and everyday dignity. The visual identity and messaging were designed to reinforce clarity, respect, and collective responsibility.

The coordinated national rollout across TV and digital platforms mobilized large-scale support, raising over $540,000. The campaign reached 8.4M TV viewers, 8M people digitally, and generated 6.2M+ video views, reestablishing Téléthon as a credible national initiative after more than two decades.