Effies
Australia
Transforming an Ugly Disease into something Beautiful
Agency
Grey Melbourne
Client
MS Society
Awards
Bronze
Not For Profit or Cause Related Marketing
Silver
Most Original Thinking
Case Study
Summary
Early diagnosis is critical for effective treatment of Multiple Sclerosis. Unfortunately MS symptoms are complex and often invisible, and patients lacked the language to discuss them with their doctor. We needed to increase early detection by making the symptoms famous. Our solution, Seeing MS. A global art project that transformed the invisible symptoms into a beautiful visual language. Seeing MS was an integrated campaign with photographers from 70 countries contributing to the project. The photography app was downloaded 10,000 times. Doctors now use Seeing MS to aid diagnosis and the campaign garnered massive attention, generating $3 million in earned media.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Author | Danish Chan | ||||||||
| Managing Partner/Chief Creative Officer | Michael Knox | ||||||||
| General Manager | Claudia McInerney | ||||||||
| Senior Account Manager | Catherine McDonald | ||||||||
| Creative | Laura Petruccelli | ||||||||
| Creative | Rohan Cooke | ||||||||
| Editor | Leigh Cooke | ||||||||
| Planning Director | Alice Atherton | ||||||||
| Digital Director | Teresa Truda | ||||||||
| Head of Broadcast | Sandi Gracin | ||||||||
| Film Production | Infinity | ||||||||
| Group Manager Marketing | Jan Staunton- MS Society |
Category Sponsors
Not For Profit or Cause Related Marketing
