MS appeal keeps it real
There’s a strong message of hope in this moving campaign from Publicis Health for The MS Society.
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Real MS sufferers were filmed singing along to the Fleetwood Mac's Don’t Stop (Thinking About Tomorrow), a song that, while drawing attention to their uncertain futures and the daily challenges they face, also hints that change could be a-coming. With a cure closer than it’s ever been, donations are needed to continue vital research.
“I loved that the script’s intention was to use real people with MS instead of actors,” says Lawes, “it gave us an opportunity to present them in a way that felt authentic, but also not as victims. The scenarios feel relatable and that is what I saw would get our audience on side.”
Lawes not only had to get the non-actors to relax in front of a camera, but they had to sing, too: “We spent a long time finding the right people that were both representative of all aspects of MS but also felt comfortable performing. We wanted the vocals to be stripped back and honest, not auto-tune them into an overly polished state, so you can imagine how vulnerable [they could have felt].
"I spent the time rehearsing with the contributors," he adds, "we also kept crew size behind the camera down to ensure a more intimate environment. As we rehearsed, our contributors confidence grew and gradually we dialled up their performances to a place we were all happy with."