2.5 million people suffer from the ravages of multiple sclerosis (MS). For years, doctors focused only on what they could treat—surface-level symptoms. They were unaware of the underlying cause of disability—neurodegeneration. This gap was holding back the promise of a future cure. Teva Pharmaceuticals decided something must be done. But how do you tell the world’s smartest physicians they’re missing something? We didn’t. We let them find out themselves with a disarming, integrated digital/environmental immersion experience called The Neurodegeneration Gap (represented by a neuron-shaped crevice). An unconventional parallaxing website, a 360-degree environmental immersion, a motion-sensing technology discovery, and a Neurodegenerates edutainment game let physicians control the experience. This awareness campaign changed the discussion about MS. In 2014 alone, more than 20 scientific articles about neurodegeneration were published, a leap from years prior. In just 12 short months, 79% of the world's leading specialists changed their view on MS.

With each stage of the campaign, neurologists delved deeper into the Neurodegeneration Gap and unraveled the hidden causes of disability in MS. By learning more about neurodegeneration, they could help close the knowledge gap and help more patients defy disability.

Platform activities were fast paced and designed to retain user attention:

1. Parallaxing website—The journey of self-discovery started with an unconventional parallaxing website creating the illusion of depth, encouraging physicians to dig for more information.

2. Environmental immersion—Near conventions, the moment the physicians got close to the convention, they descended into a 360-degree environmental immersion.

3. Motion-sensing technology—We put physicians in full control of discovery. The more they interacted, the deeper they went, starting to close the gap.

4. Edutainment activities—With the Neurodegenerates edutainment game, physicians confronted the true culprits of MS. Gathering knowledge as ammunition against MS made them forget they were even learning.

The campaign changed how physicians around the globe talk about MS and transformed how clinical trials study it. In 2014, more than 20 scientific articles about neurodegeneration were published, a leap from years prior. In just 12 short months, Teva Pharmaceuticals discovered 79% of the world's leading specialists changed their view on MS. Today, we are closer than ever to finding a cure. We opened minds, changed convention, and closed the knowledge gap.