Silver Lion - Health & Wellness (Fundraising & Advocacy)
Silver Lion - Media (Use of Stunts)
Silver Lion - Pharma (PR)
Bronze Lion - Pharma (Direct and Promo & Activation)
Multiple sclerosis is an invisible condition of the central nervous system. Those who live with it face each day with symptoms that are unpredictable and often debilitating. Because the disease and its effects are largely unseen, explaining it to others can be extremely difficult.
To help people understand what it's like to live with MS, we built a bike with the symptoms of multiple sclerosis hidden within its parts. Its wheels are heavy, its frame twisted and its handlebars numb to press. Ride this bike, and you will feel what it's like to live with multiple sclerosis.
In the three months since the bike’s debut at the Melbourne MS Cycle, the bike has been covered by media in over 30 countries, earning more than $7 million in earned media. The bike is being used by 13 health brands as tools for education and fundraising, and its terrible design has been replicated in Switzerland, Germany, Japan, Hungary, Mexico, Turkey and USA.