NEW CAMPAIGN FROM JWT SIMPLIFIES UNDERSTANDING OF DISEASE
By Adnews Staff
A new pro-bono campaign for the Multiple Sclerosis Society of Canada is designed to help Canadians better understand the disease. The "MS Lives Here" campaign, created by J. Walter Thompson of Toronto, focuses on the idea that MS is a disease that has tremendous impact on home life. Television and radio creative has been developed to complement print advertising. "We discovered in a branding session, that people really struggle with understanding MS because of its complex nature," Stephanie Houghton, JWT director explained. Ads are being distributed to media outlets across the country in the form of public service announcements. The campaign is the first project JWT has completed for the MS Society. The agency will be working with the national organization in developing a stronger communications and marketing strategy. MSSC is a national organization that supports MS research and services for people with the disease, which randomly attacks the central nervous systems of young adults.