MS Queensland shows grim future of sufferers in awareness campaign

MS Queensland has launched a new campaign to highlight how not everyone can look towards a bright future with an ad showing a woman losing her ability to walk and run.

In a pro-bono campaign created by Engine Group, a 45-second television spot shows a woman running towards her future which turns out to be walking with a frame.

MS’ new campaign also includes executions showing people swimming and cycling towards their futures which end in a wheelchair and with a sight dog.

The ads highlight that the average age of diagnosis is 30.

Tim Weger, managing director at Engine Group, said in a statement: “MS Queensland 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.”

The outdoor ads use the slogan ‘MS stops you in your tracks’.

Kory McAvoy, creative director at Engine Group, added: “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.”


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

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