Many appeals for donations aren’t successful because the suffering of those affected by a disease can’t be fully understood and remains abstract. By dramatising the blocking of individual elements in the rotating posters, and by using flickering neon tubes in illuminated posters, the acute interruptions of the nervous system’s pathways were brought to life in a surprising and eye-catching way.

The campaign resulted, by a wide margin, in the greatest donation drive the MS Society has enjoyed since its founding in 1959. The number of donations increased by a third.