The MS Mindshift

Ahead of World Multiple Sclerosis Day (May 30), Celgene, in partnership with the Multiple Sclerosis Association of America (MSAA), launched an educational campaign titled MS MindShift: A New View of MS. The campaign aimed to educate people about the critical role the brain plays in multiple sclerosis and to highlight steps individuals living with MS can take to support brain health.

The campaign featured educational events centered around the MS MindShift hot air balloon, where attendees could take complimentary balloon rides— symbolically elevating the importance of a brain-first perspective in MS. Concepted and designed a wide range of campaign and event collateral, including signage, banners, social media assets, brochures, and the campaign website.