Finalist
Stop MS Appeal
Summary of work
The Stop MS Appeal aims to raise £100 million over ten years to find treatments for everyone with MS. Fundraising began in 2015, securing almost half the target during a five-year ‘discreet’ phase. The Appeal launched publicly in October 2019 with a multichannel campaign aiming to generate income, acquire new supporters and enhance brand profile. Most people with progressive MS have no treatment options, so research to slow and prevent disability is desperately needed. Within three months, our emotive TV advert was seen over six million times across digital channels, TV and cinema. It featured people living with MS singing Fleetwood Mac’s Don’t Stop, and portrayed the reality of living with MS. The response on social channels was superb, with many thanking us for shouting loudly about MS, and affinity for the MS Society among those with a close connection to MS increased by 15%. We achieved an average 130k weekly reach on Facebook (up 62% YOY), and over 330 items of national and regional media coverage.
Over £1m was raised from activity attributable to the public campaign. Online donations were up 70% YOY, and 22% of donations were from new supporters or people making their first gift to research.
Judges’ comments
The Stop MS Appeal has an extremely strong film. It is a very impressive, highly effective and targeted campaign. Has also been well integrated into other activity.
