MS Queensland launches new ‘MS stops you in your tracks’ campaign via Engine Group


Screen Shot 2018-06-20 at 8.23.03 am.jpgAn 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.

MSQ Poster1 (1).jpgEngine 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 peopleMSQ Poster2 (1).jpg 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,MSQ Poster3 (1).jpg 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