Not everyone can look forward to the future. An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. Raising awareness of MS would encourage more people to engage with MS Queensland in activities and fundraising – helping those living with the disease to step into a brighter future.
We like to believe we’re in control of our lives and that being fit and healthy is a choice we can all make. So we created a TVC that felt like a motivational spot for a sportswear brand – a young woman jogging because ‘Every step you take is a step further from who you were and a step closer to who you will be’. And just when we’re filled with hope and inspiration, we turn those words around by revealing that she now has MS. Fate has dealt her a bad hand and her journey to who she will be is now slow and painful.
This pro bono campaign also featured print and outdoor executions showing various people swimming, cycling and running towards their respective fates – a wheelchair and sight dog; a hospital; and an ambulance – highlighting MS’s ability to stop you in your tracks.
The campaign launched on World MS Day producing the most compelling social engagement MS Queensland has ever had.
“Although it’s hard to watch I absolutely love this ad. It’s very powerful and I think will get the message across. I also am thrilled that everyone has come together to produce this ad free of charge.” Suzanne (MS Community)
“Just a note to say THANK YOU. As much as this campaign hits close to home for me because I live with the fear every day that my plans for the future might be taken away because of my MS. However, when I know there are organisations like MS Qld and all of your supporters who put campaigns like this together to raise awareness, it brings such hope.” Alison (MS Community)
Engine engaged a media partner to secure over $250,000 in media for an investment of $71,000.
The campaign has achieved a massive 800% increase on visitation to the website.