Magazine article Marketing

MS Society Changes Tack on Ad Strategy

Magazine article Marketing

MS Society Changes Tack on Ad Strategy

Article excerpt

MS Society changes tack on ad strategy

Less than six months after public criticism from disabled people about its ads, the Multiple Sclerosis (MS) Society is dropping the controversial campaign it has run for the past five years.

New executions breaking this week, produced again by BMP DDB Needham, switch the emphasis away from the devastating effects of the disease - which some critics found demeaning and "terrifying" in the previous campaign - to focus on the work of the society.

"Tears lives apart", the award-winning campaign which helped push awareness of the Multiple Sclerosis Society to second place among all medical charities, came in for vitriolic criticism earlier this year from disabled people interviewed in a video produced by the King's Fund pressure group. They claimed the advertisements presented a negative image for, and of, sufferers.

But John Walford, general secretary of the MS Society, dismisses such charges out of hand. "They certainly have no influence on me whatsoever," he claims. …

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