The Campaign

PROBLEM Thousands of Australians are living with multiple sclerosis. But only half of them know it. The early diagnosis of MS is critical for effective treatment and can save years of suffering. However, the early signs of MS are easy to miss. We needed to increase early detection by drawing attention to these invisible symptoms. SOLUTION We made the invisible symptoms of MS famous by turning them into art. Nine photographers were partnered MS sufferers, producing images that offer a personal account of their symptom. These pieces then formed Exhibition MS, and were toured around the country. Exhibition packs were sent out to hospitals and doctors with the key photography and accompanying symptom descriptions to aid discussion and diagnosis of MS. RESULTS • With a total reach of over 13.4 million, the global coverage of the exhibition inspired MS sufferers from more 70 countries to contribute to the conversation via photographic interpretations of their symptoms. • Over $4 million of earned media. • The campaign has been adopted by medical education facilities and is now being used by 12 hospitals in the country to help early diagnosis of MS. • A 325% increase in calls to the MS Helpline.

The Brief

To help doctors with diagnosis and treatment, and start new conversations with potential MS sufferers. • Generate community attention and discussion around MS • Improve understanding and discussion of MS amongst health professionals and the wider community. • Increase call to the MS Connect Helpline. • Adoption of the campaign amongst health professionals.

Creative Execution

• Create a new language for MS Nine photographers were partnered with someone who has MS, producing images that offer a personal account of how the chronic disease affects them. • Make the symptoms famous and beautiful. • These pieces then formed Exhibition MS, and were toured around the country reaching health professionals around the country. • In order to gain traction, a PR and social media seeding campaign leveraged the exhibit; inviting other MS suffers to engage with the exhibit. • Give doctors the power to use this new language. • Lastly, to ensure that the campaign had a direct impact on how health professionals engaged and diagnosed MS, packs were sent out to hospitals and doctors with the key photography and accompanying symptom descriptions.

The global coverage of the exhibition inspired MS sufferers from more 70 countries to contribute photographic interpretations of their symptoms. The Exhibition gained coverage across all major news outlets, delivering more than $4 million in earned media and a 325% increase in calls to the MS connect Helpline. The photography helped doctors with diagnosis and treatment, and started new conversations with potential MS sufferers. The campaign has been adopted to help diagnosis and treatment by the following hospitals: o ROYAL NORTH SHORE HOSPITAL o SUNSHINE HOSPITAL o FOOTSCRAY HOSPITAL o HAZLEDENE HOSPITAL o WILLIAMSTOWN HOSPITAL o SUNBURY HOSPITAL o LIDCOMBE TREATMENT CENTRE o THE NERVE CENTRE o THE BRAIN AND MIND RESEARCH INSTITUTE o PRINCE ALFRED HOSPITAL o ROYAL NEWCASTLE CENTRE

There were two key insights that drove our strategy. Insight #1: People struggle to describe what ails them. It is unbelievably difficult for sufferers to describe symptoms due to their complexity and unpredictability. This makes it equally difficult to accurately diagnose MS. Insight #2: Most diseases share a single truth. They are sad and horrible. Which makes the task of “cut through” and stand out difficult in a category of emotionally charged messages. Strategy: We made the invisible symptoms famous and beautiful. We did not want people’s attention by scaring or shocking them about the symptoms and effects of MS. But rather give both doctors and patients something that empowered them to discuss the disease.