We targeted health professionals to highlight the symptoms of MS. These health professionals included those responsible for helping diagnose MS, including GPs and Neurologists. Potential MS sufferers were a secondary audience, so they could use the campaign as a common language to discuss their MS with their doctors.

The majority of Pharma communication restrictions in Australia revolve around the intention, whether directly or indirectly, to promote the use of / supply of pharmaceutical goods. As the campaign didn’t focus on either prescription or non-prescription medicines, but rather tools to aid discussion and diagnosis, Exhibition MS was not subject to these regulations.