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Multiple Sclerosis Society conducts Flee or Fight campaign

The Multiple Sclerosis Society of Canada has begun a new campaign called "Flee or Fight." Developed by Mackie Biernacki of Toronto, the campaign focuses on the fact the Canada has a higher rate of MS than any other country. The initiative consists of two phases. The first aims to raise awareness of the disease. It is centred on a website at <http://www.endms.ca> that invites visitors to choose between fleeing MS or fighting it. Visitors who choose to flee receive travel and real estate information for 10 countries with lower rates of MS than Canada. The campaign includes television, cinema, radio, out-of-home, print and digital advertising, as well as social media activities.  The second phase of the campaign, which will focus on "pledging," will begin in May.

"Our goal is to become part of the Canadian conversation," said Owen Charters, chief marketing and development officer at the society. "The rates of MS in Canada are alarming and Canadians should be playing an active role in finding a cure. We are thrilled with the fresh perspective Mackie Biernacki brought to this campaign. Their approach towards inspiring and engaging Canadians was precisely the creative boost we were looking for."

The campaign is the first public work by Mackie Biernacki, an agency formed last year by Steph Mackie and Mark Biernacki, both formerly executive creative directors at Lowe Roche.

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