MS Australia is a charity, so it relies on donations from the public. People are more likely to give to a cause they know something about. Research showed that while people were aware of MS, they didn't understand how it affected sufferers. So the aim of this commercial was to create an impacting, yet accurate piece of communication which would prompt a response from the wider community.However it was important the ad did not offend the secondary audience, Australia's 40,000 MS sufferers, by making them feel that we had misrepresented or exaggerated the effects of the disease.

Multiple Sclerosis is a disease that affects the nervous system. The symptoms take many different forms and strike without warning.

They range from pins and needles, blurred vision, disorientation, loss of strength and even paralysis. Sufferers become the victims of their own body.In the ad a woman breaks into a home and rigs up a series of sinister traps, each simulating a symptom of MS. When the intruder finishes and the homeowner returns, we realise they are both the same person.This demonstrates how ‘When you have MS your body becomes your worst enemy’.

In the 2 months on air, we achieved results 3 times over target. First time donors accounted for two thirds of this increase.A sample of the feedback posted on Multiple Sclerosis support websites: "I was diagnosed with RRMS 6 years ago. This video shows it like it is; I have experienced every “symptom” that is portrayed, from pins and needles in my feet, to falling down, to blindness.""Great ad!!! It really kept me in suspense! I was diagnosed 5 years ago, my mom also had MS and I don’t think I could have explained it any better myself."