Multiple Sclerosis Society/ MS Society: SIMPLE TASKS

Credits & Description:

Category: Best Use of Digital Media
Advertiser: MS SOCIETY
Product/Service: MS AWARENESS
Agency: OGILVY BEIJING
Creative Director: Doug Schiff (Ogilvy Beijing)
Art Director: Ken Leung (ULTD)
Copywriter: Doug Schiff (Ogilvy Beijing)
Digital Production: (ULTD)
Media placement: Online Site - www.stuff.co.nz - April 21, 2012
Insights, Strategy & the Idea
The Multiple Sclerosis (MS) Society of New Zealand helps inform society about the disease, while helping victims live better lives. But its main objective is to raise awareness of how disabling the illness actually is. As MS strikes women in the prime of their life — the greatest number while in their 30s — the primary target was those in their 30s who would be most moved by the campaign. The insight was how deeply the disease could effect someone in their prime. So the idea was then to give people online an appreciation for just how debilitating the symptoms actually are. We found the use of the cursor — this instrument of precise control while navigating online — to be a powerful tool to demonstrate MS symptoms.
Creative Execution
The solution was to invite those online to partake in simple tasks, in order to have healthy people experience something similar to a debilitating symptom. The online interactive channel is the best channel for people to better understand, through their own intimate experience, how control-depleting MS can be.
Results and Effectiveness
The campaign has just been launched, so we'll have to wait a couple of months before we can judge business outcomes.