‘This Is MS’
MS Awareness Campaign
In 2017, the Society asked over 3000 people affected by MS to tell us: aside from not having MS at all, what is the one thing that would help you most in overcoming the challenges of MS? Notably, people with MS shared that greater awareness of MS, and a better understanding of the experience of living with it among their community, family, and peers, significantly contributes to a better quality of life.
By sharing the stories of people with MS, we help people better understand life with MS and become inspired to do whatever it takes to change the world for everyone affected by MS.
This campaign was designed, written and developed by the in-house creative team of the National MS Society based in Denver, Colorado.
Creative Director – Mark Serratoni
Marketing Director – Elisabeth Doherty
Senior Designer – Nancy Geiger Wooten
Video shot & edited by Frame 48 with still photography by Keith Carlsen.
Print Advertisements
In order to differentiate the Society’s ‘This Is MS’ awareness campaign in the marketplace, we chose to use strong black and white photography paired with sparse, hard-hitting copy that gets right to the point. This simple approach makes for a unique look that connects with the reader.
Billboards in Times Square
Our ‘This Is MS’ campaign creative runs on the NASDAQ and Reuters digital billboards, helping to spread awareness of multiple sclerosis.
Behind the Scenes
A behind the scenes look at the strategy and creative vision for the National MS Society’s ‘This Is MS’ campaign.