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.”
Credits:
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
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Minor point: 30 is the average age of diagnosis, not the average life expectancy (which is typically 5-10 years fewer than average)
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Hi Sebastian,
Thank you for flagging this error. You are correct and I have since amended the article.
Cheers,
Abigail – Mumbrella