This is not a famous brand and we needed a simple and very incisive idea, able to emotionally involve every user and above all, able to communicate the feeling of a multiple sclerosis patient. Having no budget, we also needed a very low cost solution, strong enough to make the users experience the insight, but also able to become viral and to generate word of mouth. The originality is in the idea we found: we decided to use the URL field, the most appropriate medium to make the users experience the disease journey, jumping from a place to another, just like the a patient had to do, before discovering the CCSVI problem and the opportunity to be cured, a very innovative experience in the cyber and charity communication where media and insight are perfectly integrated.

The campaign was launched on April 27th.