Gilenya, a multiple sclerosis (MS) drug, was reaching an important patient milestone in Europe.

To help inspire the wider MS team and help them understand more about MS, we were asked by Novartis to create an email series.

We instead suggested creating a platform of inspiration, led by an amazing individual – MS Paralympian Stephanie Millward.

Our aim was to educate and inspire the entire European network (>20 countries), helping them to understand more about the MS patient. The campaign was called Inspiring Change. We launched Inspiring Change internally using teaser/launch emails, campaign wristbands and a moving video featuring our inspirational leader – directing affiliates to a central microsite.

Once there, they could ask Stephanie questions about her journey; share inspirational MS pictures/videos; see how many patients they had helped with Gilenya; and show solidarity through wristband selfies.

The campaign inspired Europe whilst also reaching our patient milestone.

Each locality had their own Inspiring Change leader who launched the campaign internally. Html emails allowed for simple localisation.

An email from Stephanie launched the campaign with her video at its heart; directing users to our centralised microsite.

Over six months, engagement was maintained through regular emails, further inspirational videos and notifications of website updates.

Website updates:

• Inspirational content sharing – user generated

• Wristband selfies – user generated

• Stephanie Q&A – periodical

• Patient leaderboard – monthly

We ambitiously decided to unite the whole of Europe on one website – something Novartis has never done before. With Stephanie’s story at the campaign’s heart it allowed us to inspire, engage, educate and motivate.

The creative utilised Stephanie’s world. From video-based swimming website backgrounds, water sounds and a logo inspired by swimming lanes, Stephanie’s story touched every part of this successful multiple sclerosis awareness campaign.