Archer’s Mark and Publicis Health Cast Real People for Stop MS Campaign

Director James Lawes cast real people with multiple sclerosis (MS) instead of actors in this new film for The MS Society, working alongside partner Publicis Health.

The film features people with MS singing along to the Fleetwood Mac song Don’t Stop (Thinking About Tomorrow), to draw attention to the fact that those with this debilitating condition face an uncertain future, and to highlight why the public should donate today: because we’ve never been closer to stopping MS.

The project particularly resonated with production company Archer’s Mark, who recently launched the AM Foundation as a means of formalising the social impact work the company has always seen as part of its core identity. Its aim is to channel the company’s creative and practical skills to create positive change, and to amplify the great work done by the many non-profit organisations and agencies with whom they collaborate.

Director James Lawes said: “This has been an incredible project to be involved in, and hearing the MS Society’s goals for the Stop MS Appeal has been inspiring. I met a number of people affected by the condition while making the film, and was motivated by the impact the Stop MS Appeal could have on them and others. There is so much hope for what this campaign can achieve and I’d love the advert to reach new audiences with that message, and get us closer to the £100 million target.”

Archer’s Mark is proud to have collaborated with organisations including: MS Society, The Big Issue, Street Child United; UNICEF; Stonewall; the Royal National Institute for the Blind; _#knifefree; Totteridge Academy; and the UN’s HeForShe initiative.

The film forms the core of the MS Society’s landmark Stop MS campaign: a new three-year fundraising campaign to help find treatments for everyone living with the condition, and will be accompanied by striking print and digital ads developed by Publicis Health as the Stop MS campaign launches online, on TV and OOH.

Nick Moberly, chief executive of the MS Society, said: “We believe we can stop MS, and the worldwide research community is coming together to help us achieve our ambitious goal. But we need to act now, and we need help. This campaign is a big step for us in reaching a vital new audience, and we are incredibly grateful to Archer’s Mark and everyone else who has helped make it possible.”

Publicis Health sought out Archers Mark as part of a newly launched CSR initiative to develop powerful creative ideas on a pro bono basis to raise awareness of specific conditions.