Campaign: Seeing MS

WPP company(s):
Grey Melbourne
MS Society


Nine striking photographs illustrated the impact of MS symptoms on sufferers’ lives, with the stories behind each photograph used in a nine-part mini-series for TV, cinema and online. People with MS also shared their experience through the Seeing MS app and book.


  • App downloaded 10,000 times.
  • 600 images posted in just one week.
  • Reached 10.4m people, generating over AUS$3m of earned media.
  • 325% increase in calls to the MS Connect Helpline.
A man in a suit walking in water with a walking stick