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ADVERTISING CAMPAIGNS

MS Society ‘Putting the Pieces Together’

Agency: Spencer du Bois

Client: The MS Society

The MS Society, the UK's leading multiple sclerosis charity, is launching a major advertising campaign to raise awareness of MS - a devastating and incurable neurological condition most commonly diagnosed in your 20s and 30s.

Design consultancy Spencer du Bois created the 'Putting the pieces together' campaign to illustrate the shattering impact of MS on relationships, work and social life - and to raise awareness of the help and support the Society can offer in 'putting the pieces together'.

It features words and images of people with MS recruited through the Society's online message boards (mssociety.org.uk).

The campaign will run on billboards, on the web, in magazines and in the regional press from September 24, and all images are on the Society's website mssociety.org.uk

MS Society chief executive Simon Gillespie said, "MS is a devastating condition that can pull your life apart. People with MS are more likely to see their relationships fail, to lose their jobs, or to find themselves isolated as their symptoms push friends away.

"With the right information and support, you can now do more than ever to try to manage the impact of MS. That's why we want to put MS back on the agenda and let people know that the MS Society is the place to come for support."

The campaign features photographs of people with MS. The images have been cut up and reassembled to reflect the devastating impact MS can have on employment, social life and relationships, and how life after a diagnosis of MS can never be quite the same.

The images also allude to the many invisible symptoms of MS, such as grinding fatigue, severe nerve pain and depression, which often go unnoticed by the outside world.

The fragmented images at the heart of the campaign also reflect the multi-faceted nature of the condition and the Society's 'interrupted' logo.

Simon added, "We believed it was vital to use words and images that genuinely reflect the experiences of people with MS. There's no point using models and artificial language when you are dealing with such a devastating condition.

“People who live with MS know what the real story is, which is why our campaign strives to tell that story."

AJR
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