Multiple Sclerosis sufferers progressively lose control of their movements. They find even the simplest act difficult.Such as opening a Christmas present.

The ribbon used for trimming gifts becomes heavy, as a chain closed with a lock. How can they be happy for Christmas?An additional call-to-action was the "SM Informa" (MS Informs you) magazine, free to all donors.

The campaign targeted 150,000 individuals.The acquisition stage quadrupled spontaneous redemption compared with usual prospect campaigns: from 1% to 4.1%.The value of a single donation remained in line with average figures (15 Euro).Thanks to the incredible increase in redemption, the campaign closed with positive ROI of 3.5.