Multiple Sclerosis

Is It The Advertising?

The Situation

When we began working with the Northwest Chapter of the National MS Society, it seemed like every disease was symbolized by a ribbon, and every cause was supported by a celebrity advocate. In this noisy environment, we needed to make sure that multiple sclerosis remained relevant for local donors and other supporters.

The Insight

When our target audience learned that MS is unusually common here in the Northwest, the reactions were consistent: How could that be? This is such a healthy place! Why here? That simple question offered us a way to raise the issue in a way that was honest, direct and engaging.

The Outcome

Thanks in part to our efforts, the Northwest Chapter has become a leader in both advocacy and fundraising. In fact, they’ve seen a 2x increase in donations, and participation in Bike MS (an annual fundraising ride) continues to set new records year after year.


unaided awareness
+ 3x
inbound calls
+ 2x
fundraising event participation

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