Inspiring those living with MS to join a clinical trial
Therapy area
Multiple Sclerosis (MS)
Markets
USA
Media
Meta
Overview
We were tasked with recruiting those with relapsing-remitting multiple sclerosis (RRMS) and secondary progressive multiple sclerosis (SPMS) through a digital recruitment campaign.
Through patient research, we learnt that every journey with MS is unique, and the challenges that individuals overcome every day often go unseen.
Our creative campaign celebrated the incredible perseverance of people living with MS through a series of colourful portraits to hero individuals and shed light on the everyday resilience required by people living with MS.
To further amplify this message, we carefully crafted each visual to be both striking and authentic, ensuring that every detail – from expression to posture – reflected real experiences. The campaign not only raised awareness of the clinical trial but also created a sense of recognition and empowerment, encouraging potential participants to see themselves in the story and take action.
Bold creativity with purpose
We captured attention with dynamic moving ads, using bold colours and typography that stood out on social. By incorporating relatable scenarios, we ensured the campaign resonated with our audience. To support this, we designed a dedicated website for patients, reinforcing the message of seeking extraordinary individuals to participate in the clinical trial. The site brought our bold creative to life while providing essential trial information and answering key questions with a clear, human touch.
Bringing the vision to life: behind the scenes
Behind the scenes, careful planning ensured our shoot was both creative and considerate. Taking place in a London studio, the session was shaped by in-depth research and preparation. We gained valuable insights by speaking with those living with MS, understanding the movements and poses that felt natural and achievable. From there, we translated these insights into scamps, mood boards, and a detailed shot list to keep us organised on the day. Casting was also a key focus—we selected models who authentically represented the target audience. To bring everything together, we curated a wardrobe that complemented the vibrant backgrounds, ensuring a cohesive and visually striking final result.
