Strategy

People generally know of Multiple Sclerosis (MS), but know very little about it. Its cause is not clear, it manifests itself differently in every case and so far there is no known cure. As part of a total rebrand of the organization, we wanted to increase awareness of the disease and increase donation to MS research in Australia. The most powerful way to do this was to tell the real-life stories of several different people living with MS, using these stories to generate further conversation and participation.

Idea

A day. A life.

Media

TV, press, EDM, online ads, social.

Result

The documentary-styled films encouraged other people with MS to enter the conversation, film their stories and share them on social media channels. This groundswell of participation drove more awareness for MS than would have been otherwise possible given the limited budget.

Feeling

Compassion and empathy.