{"id":14902,"date":"2019-03-27T16:15:00","date_gmt":"2019-03-27T21:15:00","guid":{"rendered":"https:\/\/fhcorp2.wpengine.com\/?post_type=work&#038;p=14902"},"modified":"2021-05-05T16:28:54","modified_gmt":"2021-05-05T21:28:54","slug":"elevating-ms-conversation","status":"publish","type":"work","link":"https:\/\/fleishmanhillard.com\/work\/elevating-ms-conversation\/","title":{"rendered":"Elevating the Multiple Sclerosis (MS) Healthcare Conversation to Parliament"},"content":{"rendered":"\n<div class=\"container cs-content_sidebar sticky-section\"\n     data-section-title=\"The Ask\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\"\n                     data-aos=\"fade-up\">the ask<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-left-start\">\n        <div class=\"col-md-7 offset-lg-1\">\n                            <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-11\">\n                        <h3 class=\"bold title side-line side-line-before side-line-light\"\n                            data-aos=\"fade-up\">Make a meaningful change for those living with MS in Ireland \u2014 fight for better access to medicine nationwide.<\/h3>\n                    <\/div>\n                <\/div>\n                                        <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-10\">\n                        <div class=\"content body x-large\"\n                             data-aos=\"fade-up\">MS is the most common neurological disease among young adults in Ireland, yet the country offered the worst access to new and innovative medicines of any country in Western Europe. Roche wanted to affect the entire Irish healthcare system to help those left waiting for better medicine get the level of relief they needed.<\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n\n\n        <div class=\"col-md-4 col-lg-3 offset-lg-1 sidebar\" data-aos=\"fade-up\">\n                                                                            <div class=\"sidebar-title body x-large bold\">Expertise Applied<\/div>\n                                        <ul class=\"links\">\n                                                    <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/public-affairs\/\" class=\"link small\">Public Affairs<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/media-platforms-storytelling\/\" class=\"link small\">Media, Platforms and Storytelling<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/creative-strategy-planning\/\" class=\"link small\">Creative, Strategy and Planning<\/a>\n                            <\/li>\n                                                <\/ul>\n                    \n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<div id=\"video-block_605ba2ebcb900\"\n     class=\"container-fluid video-container  video alignfull\"\n     data-section-title=\"\">\n    <div class=\"row video-cover p-0\">\n                    <img decoding=\"async\" class=\"p-0\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/ROCHE-MS-CAFE-VIDEO_Moment_3.jpg\" alt=\"MSUnderstood caf\u00e9 advertising Multiple Sclerosis with woman saying this is a very strange cafe\"\n                 class=\"cover\">\n                <div class=\"play-btn\">\n            <div class=\"eyebrow large bold\">PLAY<\/div>\n        <\/div>\n\n        <div class=\"video-player\" data-src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/ROCHE-MS-CAFE-VIDEO_EDIT.mp4\"\n             data-type=\"selfHosted\"><\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"container-fluid cs-content sticky-section\" data-section-title=\"Our Solution\">\n  <div class=\"container ps-0 pe-0\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">our solution<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-lg-start\">\n        <div class=\"col-md-11 col-lg-9 offset-lg-1\">\n            <div class=\"row\">\n                <div class=\"col-md-9 col-lg-12\">\n                                            <h3 class=\"bold title side-line side-line-before side-line-light\" data-aos=\"fade-up\">Let everyone experience life with MS.<\/h3>\n                    \n                                            <div class=\"content body x-large\" data-aos=\"fade-up\"><p>We brought the symptoms of MS to life in the MSUnderstood Caf\u00e9 \u2014 a pop-up experience that included blurred signage, weighted furniture and more, simulating the real-life challenges of MS for unsuspecting patrons. We staffed the caf\u00e9 with actors who made sure each customer got the full experience as hidden cameras captured their reactions. And we urged customers to visit patientsdeservebetter.ie to contact their political representatives and demand better medicinal access.<\/p>\n<p>As the experience took over the media, we revealed new research showing public support of improved medicinal access. Through it all, we partnered with the MS Ireland patient group to make sure our message and the caf\u00e9 experience rang true.<\/p>\n<\/div>\n                                        \n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"picture-quote-block_605f9e538a8d5\" class=\"container-fluid quote-container picture-quote alignfull  reverse  dark\"\n     data-section-title=\"\">\n    <div class=\"container\">\n        <div class=\"row row-eq-height\">\n            <div class=\"col-md-6 ps-0 pe-0\">\n                                    <img decoding=\"async\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/ROCHE-MS-CAFE-VIDEO_Moment_karen.jpg\" alt=\"elevating the multiple sclerosis person with Karen\"\n                         class=\"quote-image\">\n                                            <\/div>\n            <div class=\"col-md-6 quote-content\">\n                <div class=\"row no-gutters justify-content-md-center\">\n                                            <div class=\"col-md-8 align-self-center\"\n                             data-aos=\"fade-up\">\n                            <h4 class=\"quote\">The MSUnderstood Caf\u00e9 means the world to me. This shows everyone a day in the life that I go through. <\/h4>\n                        <\/div>\n                                                                <div class=\"col-md-12 col-lg-10 offset-lg-2 align-self-end\">\n                            <div class=\"body small author\">\n                                <span class=\"side-line side-line-before side-line-dark\"\n                                      data-aos=\"fade-up\">Karen, lives with MS<\/span>\n                            <\/div>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n    \n<div class=\"container-fluid impact sticky-section\" data-section-title=\"The Impact\">\n  <div class=\"container\">\n\n    <div class=\"row justify-content-center\">\n      <div class=\"col-md-8\">\n                    <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">the impact<\/div>\n                            <h3 class=\"title bold\" data-aos=\"fade-up\">We started a conversation that went behind headlines and into actual political discourse.<\/h3>\n                            <div class=\"body x-large\" data-aos=\"fade-up\">The impact was immediate. Within hours of the caf\u00e9 opening, medicinal access had been put on the political agenda. After the event, two ministers wrote to the Minister for Health requesting healthcare market changes. The MSunderstood Caf\u00e9 led to 60 parliamentary questions about improving access to MS treatment. And the Minister for Health met with MS Ireland to discuss the most effective ways to improve access to MS medicine.<\/div>\n              <\/div>\n    <\/div>\n\n        <div class=\"row justify-content-center numbers\">\n                    <div class=\"col-md-3 animated_number\" data-aos=\"fade-up\">\n                <div id=\"hits\" class=\"bold number-container\"><span class=\"number\">13<\/span>M+<\/div>\n                <div class=\"body large bold description\">total impressions  (in a country of 2M adults)<\/div>\n            <\/div>\n                            <div class=\"col-md-3 offset-md-2 animated_number\" data-aos=\"fade-up\">\n                <div id=\"impressions\" class=\"bold number-container\"><span class=\"number\">2<\/span>K+<\/div>\n                <div class=\"body large bold impressions\">caf\u00e9 visitors in one day<\/div>\n            <\/div>\n            <\/div>\n    \n    <div class=\"row justify-content-center\">\n                    <\/div>\n\n    <div class=\"row justify-content-center cards-container\">\n      <div class=\"col-md-11 ps-md-0\">\n        <!-- prettier ignore -->\n        <div class=\"row cards\">\n            \n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                                        <img decoding=\"async\" class=\"img-icon\"\n                     src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/02\/Canneslion.png\"\/>\n                    <\/div>\n                    <h4 class=\"title bold\">Disease Awareness, Content &#038; Entertainment: Live <\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">Cannes Pharma Lions 2018<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award white\" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-badge_icon icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">Event &#038; Experiential Marketing<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">European Excellence Awards 2018<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-badge_icon icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">Public Health Initiative of the Year <\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">Irish Healthcare Awards 2018<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            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