The picture of MS being painted by pharma, adverts of people climbing mountains and content driven by lifestyle tips, was of a condition you cope with

The community told a different story. MSers could achieve amazing things, but often it was the everyday activities which caused the biggest problems

Being able to run a marathon is great, but what if you can’t put on your socks? Or a model who can’t apply mascara; a designer who can’t draw; a keynote speaker who can’t get on the stage?

We had to do more than help people cope. We had to take on these challenges and create tangible solutions

If we wanted to make a real difference, we couldn’t do it alone. We needed to ask the MS community to share their challenges, then we needed to challenge the world to solve them

We needed it to be The World vs.MS

A multi-language website hosted educational and user-generated content, which allowed people with MS to better understand their condition, and hear real stories of people living with the same challenges

To build our community, we had to demonstrate commitment. This was achieved through crowdsourced collaboration to create tangible solutions

This focused on 3 phases of activity:

Challenges – ask the community which everyday challenges caused them difficulty

Ideas – engage the world to provide solutions

Development – the community picked their winning solution to be brought to life with a €100,000 grant

We partnered with MS Ireland, WIRED and Entrepreneurial Spark to support the initiative and promote to wider audiences and secure participation

Local marketing assets, video content and PR support were developed to drive action and engagement

Through social media, promotional content was shared both organically through influencers, as well as paid social/search and local promotion

Over the course of the campaign:

- Increased Sanofi Genzyme’s social following by 2,000%

- 77% share of voice

- 25 million social impressions through over 3,600 posts

- 1.8 million social engagement

- 70,000 web visits

- 90% of web content was rated as useful

The BladdeRunner app was selected as the winning solution and is in development, giving back independence to those suffering from bladder issues

Every day we provide patients with real-time support and information, helping them navigate the confusing online discourse

We continue delivering meaningful solutions through ongoing insight development. Notably, we discovered 67% of people living with MS never discussed brain health with their neurologist, a challenge we tackled through the creation of the official brain emoji

We successfully:

1) Developed a global platform for change

2) Repositioned Sanofi Genzyme at the forefront of MS patient support

3) Revolutionized pharma’s approach to patient support