Multiple sclerosis (MS) is an unpredictable, often disabling disease of the central nervous system that disrupts the flow of information within the brain, and between the brain and body. Having MS makes the simple things in life, like reading the paper or going shopping a huge ordeal, and this campaign highlighted how complicated these simple tasks become.

Using the style of medical illustrations, OOH and print were placed in everyday situations where the audience could see the hardships MS sufferers face doing the simple things that we all take for granted.