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Social campaign reframes perceptions of MS

Competition showcases everyday victories of people living with multiple sclerosis

HOW WE HELPED 
CHANGE
THE WAY AUSTRALIANS SEE PEOPLE WITH MULTIPLE SCLEROSIS.

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Biogen is one of the global leaders in the development of medicines for the treatment of multiple sclerosis (MS). Palin worked with Biogen on an innovative social media campaign aiming to reframe perceptions of people with MS by using funny and poignant videos to showcase their accomplishments.

The #MyMSVictory initiative kicked off a month-long video and social media competition providing a platform for the MS community (people with MS, their family members, friends and carers) to share their successes - everything from everyday achievements to amazing feats.

It was supported by MS Australia and fronted by legendary Australian comedian (and person with MS) Tim Ferguson. Tim featured in a number of short films which helped to launch the campaign. Compelling social content triggered earned editorial interest. More details: www.MyMSVictory.com.au

Results

  • Featured on ABC News Breakfast, Ch10’s Studio 10 program, AAP and 9News
  • Over 1 million impressions from editorial coverage (over one month)
  • 700+ social media posts
  • 50 submissions and 13 prize winners from the Australian MS community.

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