MS Limited Australia: This Bike has Multiple Sclerosis

This case study describes Multiple Sclerosis Limited's campaign in Australia that raised money for MS treatment, and created huge earned media awareness by putting a disease into a bike.

MS Limited Australia: This Bike has Multiple Sclerosis

Executive Summary

"This bike has MS" reached more than 24 million people, raising more than $380,000 for MS treatment and garnered $7M in earned media by putting a disease into a bike.

"The bike with MS" had symptoms designed into its build and was then ridden at a charity event by Olympic cyclist Shane Kelly, shocking spectators as he struggled to finish the ride.

By hiding the debilitating symptoms of MS in a bike, we turned "another" education and fundraising campaign for a disease that only affects 1% of the population into...

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