Innovation in Healthcare Communications

Summary of work

For the 2.5 million people around the world living with multiple sclerosis, an Internet search for more information can be scary - and yields cold, static results not reflective of what life with the disease is really like. In 2016, we set out to change that. We knew we couldn’t convince thousands of websites to write differently. So we looked to digital technologies for a solution.
Meet MS: No Filter, a Chrome browser extension that takes over existing websites and helps them to be as honest, human and real as Living Like You. MS: No Filter empowers, not scares. This is how it works. Key terms, important issues and more are redefined by people living with MS, and then delivered through cutting-edge, easily-digestible content. Once installed and enabled, the MS: No Filter extension allows them to access our 100+ definitions to the most searched MS terms.
Our charge wasn’t just to put definitions in front of people. It was to redefine and enhance the definitions they’re currently getting. We stripped down the technical, medical speak and made it something more relatable.
With the help of those actually living with this disease, we took the BS out of MS.

Judges' comments

This innovative campaign really lit a fire in us. The co-creation of the concept combined with impressive outcomes, real-voices and real-engagement was extremely exciting. The team broke through jargon with colloquial language to help not only suffers with MS but friends and family too. We really loved it.