Multiple Sclerosis (MS) is a lifelong, neurological condition, for which there is no cure. It affects millions of people around the world, yet there is still a lot of uncertainty around the condition, particularly when it comes to family planning.

With no clear advice or treatment course to offer patients around family planning, most neurologists had gotten in the habit of avoiding the subject entirely. As a result, many women were choosing to drop off treatment when they wanted to start a family, without consulting their neurologists, putting their health at risk.

In 2019, Rebif was approved for use during pregnancy, which means neurologists now have more treatment options to support women with MS, throughout family planning.

Our objective was to get neurologists to break the silence around family planning with MS, encouraging them to ask their patients about family planning, so they could then discuss their options, as needed.

The Rebif label change means there are now more approved treatment options for women with MS, to support them throughout pregnancy and lactation. We took this opportunity to celebrate all the unstoppable women with MS, who don’t let their condition prevent them from living the life they choose – and that includes starting a family, if they want to.

The fast-paced film heroes six women with MS, united by their fearless determination in the face of their condition. Whether they are dealing with a busy day, taking on a challenging physiotherapy session or even going through childbirth, these women are unstoppable.

Proud portrait shots of each hero made for powerful print materials, which ran across everything, from printed and digital sales materials to our monumental exhibition stand at ECTRIMS, the world’s largest MS congress. Whilst digital banners and social media posts drove neurologists to our website to find out more.

Research showed that, due to the lack of treatment options approved for use during pregnancy, women with MS were deciding to take themselves off treatment when they wanted to start a family, putting their health at risk.

Whilst this was the behaviour we needed to change, we were also struck by how fearless and determined these women were. They refused to let their condition, stop them doing what they wanted to do – become a mother.

Instead of challenging this behaviour, we took the opportunity to celebrate all the Unstoppable women with MS, who don’t let their condition prevent them from living the life they choose.

The Unstoppable campaign highlights to neurologists that their patients may prioritise other things in life, above their condition. Encouraging them to raise the subject of family planning with their patients, so they can recommend the best treatment options to support them.

We launched the Unstoppable campaign at ECTRIMS 2019, the largest MS congress in Europe, which was attended by more than 9,000 neurologists and MSologists, from over 100 countries. With one of the highest footfalls in the exhibition hall, the Rebif Unstoppable campaign generated over 1,000 positive engagements.

Then, we went global, launching in 30 key markets around the world. The sales teams were supported by a hive of activity online, including digital banners and social posts that drove traffic to the website and got the conversation started about family planning in MS, with over 100K views of the Unstoppable film and over 1,200 active engagements.

ECTRIMS 2019, the largest MS congress in Europe, was attended by more than 9,000 neurologists, from over 100 countries. The Rebif stand attracted one of the highest footfalls in the exhibition hall, with the Unstoppable campaign generating >1000 positive engagements.

Launching in 30 key markets around the world, the sales teams were supported by digital banners and social posts that drove traffic to the website. Most importantly, we got the conversation started about family planning in MS, with over 100K views of the Unstoppable film and over 1,200 active engagements.