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.
In partnership with MS Queensland, creative agency, Engine, has released a state-wide multimedia awareness campaign to encourage more people to engage with MS Queensland in activities and fundraising – helping those living with the disease to step into a brighter future.
Engine likes to believe that everyone is in control of their own lives and that being fit and healthy is a choice everyone can make.
So Engine 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 viewers are filled with hope and inspiration, the spot 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 executions showing various peopleswimming, 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 includes a hero 45sec TVC and executions for press, outdoor, POS, digital and social.
Engine Group MD Tim Weger said, “MS QLD achieve so much with limited resources, so we wanted to lend a hand by leveraging our industry relationships to help us increase awareness and create positive change for a very deserving cause.”
Engine Group creative director Kory McAvoy said, “We’ve been truly touched by the outpouring of support from within the MS community.
“Despite the campaign not being ‘feel-good’ in nature, it has resonated strongly with the very people that live with this devastating disease and we hope it resonates with those who can do something to help.”
MS Queensland CEO Lincoln Hopper added, “Quite honestly, MS Queensland wouldn’t get very far without the help of others. Through their generous pro bono support, Engine Group has helped raise great awareness of MS in the community and some much needed funds for our cause.
“The reward for Engine’s incredible skills and effort is in the fact that MS Queensland is now more able to ensure that no-one in Queensland needs to face MS alone.
“We are so grateful to Tim and the team at Engine Group for generously giving their time and talents to help people living with MS.”