Multiple sclerosis is a disease where the central nervous system attacks itself from the inside, making it impossible to see on the outside. The symptoms are invisible. Although MS can’t be cured, early treatment can slow it down. We needed to increase early detection by making the symptoms visible.

People living with MS briefed photographers to capture their invisible symptoms. Facebook comments from people living with MS became briefs for more photographers to interpret. The Seeing MS app contained photo filters based on each symptom so that the public could see and share the effects of the disease.

The app was utilised by the MS community, helping those diagnosed to openly describe their symptoms Students and doctors used the app as an educational tool. Photographs uploaded to the online gallery became images of support and education as they found their way into print, outdoor and online media.

Stories behind each photograph were aired on TV, cinema and online. They lead people to download the app and use the filters on their own photos. These images were voted on by the public to be displayed in an exhibition to be held later in the year.

The crowd-sourced photographs showing different symptoms were used in outdoor and print ads around Australia. The highest voted photographs on the Seeing MS website uploaded via the app were published in the Seeing MS photography book that continues to be a source of education and support for those living with the disease.

People living with MS briefed photographers to capture their invisible symptoms. Facebook comments from people living with MS became briefs for more photographers to interpret. The Seeing MS app contained photo filters based on each symptom so that the public could see and share the effects of the disease.

The app was utilised by the MS community, helping those diagnosed to openly describe their symptoms Students and doctors used the app as an educational tool. Photographs uploaded to the online gallery became images of support and education as they found their way into print, outdoor and online media.

The app was downloaded over 10,000 times. Photographers, filmmakers and students from over 70 countries uploaded images to the online gallery. Each photograph was published in the Seeing MS book and displayed at the Seeing MS exhibition.

The campaign had a total reach of over 10.4 million, generating over 3 million dollars worth of earned media.

5th most shared PSA in Australia.

Finally, there was a 325% increase in phone calls to the MS connect help line, with thousands of people now recognizing and responding to the once invisible symptoms of multiple sclerosis.