MS Queensland launches new ‘MS stops you in your tracks’ campaign via Engine Group
An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative agency, Engine, has concepted a state-wide multimedia awareness campaign to encourage more people to engage with MS Queensland in activities and fundraising – helping those living with the disease to step into a brighter future.
Engine likes to believe that everyone is in control of their own lives and that being fit and healthy is a choice everyone can make. So Engine created a TVC that felt like a motivational spot for a sportswear brand – a young woman jogging because ‘Every step you take is a step further from who you were and a step closer to who you will be’. And just when viewers are filled with hope and inspiration, the spot turn those words around by revealing that she now has MS. Fate has dealt her a bad hand and her journey to who she will be is now slow and painful.
This pro bono campaign also featured executions showing various people
swimming, cycling and running towards their respective fates – a wheelchair and sight dog; a hospital; and an ambulance – highlighting MS’s ability to stop you in your tracks.
The campaign includes a hero 45sec TVC and executions for press, outdoor, POS, digital and social.
Says Tim Weger, managing director, Engine Group: “MS QLD achieve so much with limited resources, so we wanted to lend a hand by leveraging our industry relationships to help us increase awareness and create positive change for a very deserving cause.”
Says Kory McAvoy, creative director,
Engine Group: “We’ve been truly touched by the outpouring of support from within the MS community. Despite the campaign not being ‘feel-good’ in nature, it has resonated strongly with the very people that live with this devastating disease and we hope it resonates with those who can do something to help.”
Says Lincoln Hopper, CEO, MS Queensland: “Quite honestly, MS Queensland wouldn’t get very far without the help of others. Through their generous pro bono support, Engine Group has helped raise great awareness of MS in the community and some much needed funds for our cause. The reward for Engine’s incredible skills and effort is in the fact that MS Queensland is now more able to ensure that no-one in Queensland needs to face MS alone. We are so grateful to Tim and the team at Engine Group for generously giving their time and talents to help people living with MS.”
Creative Agency: Engine Group
Creative Director: Kory McAvoy
Head of Copy: Mark Smith
Graphic Designer: Megan Le-Nguyen
Managing Director: Tim Weger
Account Director: Sarah Deery
Account Coordinator: Mila King
Contributors: Simon Buutveld & Jim Strachan
Client: MS Queensland
Marketing and Communications Manager: Kristy Thornton
Corporate Communications Advisor: Natascha Schwartz
Physiotherapy (NeuroPhysio) Manager: Natalie O’Donohue
Customer Experience Director: Prue Densley
Television Production: Agent K Creative + Production
Director: Israel Rivera
Steadicam/Camera Assistant: Alec Schultz
Focus Puller: Frank Hruby
Grip: Nils Nilson
Hair & Make Up: Steve Mena
Producer: Katrine Bowman
Camera Equipment: Lemac
Stills Production: Agent K Creative + Production
Photographer: Alex Buckingham
Stills Assistant: Steve Bull
Retouching: Derek Leong – Dek Art & Design
Producer: Katrine Bowman
Talent: Rose Jurlina – Ego Management, David Keeling, Milicia – Chic Management
Locations: Shaun Glastonbury – Brisbane Grammar School, Brisbane City Council, Gold Coast Council
Television Post Production: The Post Lounge
Post Producers: Brock Smith/Amanda Sharp
Offline Editor: Sue Schweikert
Online Editor: Phillp Radford
Sound Production: Ben Stewart
Grade: Kali Bateman
Talent: Milicia – Chic Management
Voice Over: Melanie Zanetti – KAM Voices
Media Agency: Mediacom Brisbane
Director: Justine Prentice
2 Comments
It’s nice to see that QLD is always up for great things!
Cheers
Pat
This advertising does not represent the reality for most people with MS in contemporary Australia. The new drugs available mean that MS does not stop you in your tracks. The most recent report of MS Research Australia notes that increasingly people with MS are working full time. I know people with MS who are lawyers, school teachers, doctors, nurses and who are running half marathons. This advertising has the potential to psychologically damage newly diagnosed people with MS, to stigmatise the MS community and to cause discrimination against people with MS.