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...