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This Bike has MS

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    This Bike has MS This Bike has MS

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    The bike with MS has been engineered to simulate some of the most common symptoms of multiple sclerosis – a debilitating disease whose effects often go unseen. Its frame is imbalanced, its brakes numb to press, and its wheels heavily fatigued. 

  • Industry:
    Non-Profit
  • Services:
    Activation
  • Channels:
  • Office:
    Melbourne
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  • THE CHALLENGE


    For the last 10 years, MS have organised the Melbourne Cycle event, a 50KM ride in support of those living with Multiple Sclerosis. Our challenge was to generate awareness of the event and ultimately increase participation in the form riders and donations. 

    THE REALIZATION

    Unlike many other diseases that attract public attention, Multiple Sclerosis is not fatal. It is not a life threatening disease. It is a disease that threatens everyday living with symptoms which are often invisible and difficult to understand. The ugly realisation is that if people don’t understand the illness, they have no reason to care about the event. 

    THE SOLUTION

    To build a bike with the debilitating symptoms of Multiple Sclerosis hidden within it. 

    The frame has been buckled and the wheels deliberately bent, teeth have been sheared off the gears and ball bearings tucked inside thin handlebar tape making this bike considerably difficult, erratic and uncomfortable to ride. Each modification reflects a real symptom of Multiple Sclerosis. Designed in collaboration with MS ambassador and gold medal winning Paralympian Carol Cooke AM, bike mechanics, medical professionals and people living with Multiple Sclerosis the bike provides a unique opportunity for people to experience just a fraction of what it is like to live with Multiple Sclerosis. 

    • This Bikes has MS
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    FAMOUSLY EFFECTIVE

    'This Bike has MS' not only captured the imagination of people around the world in it’s powerful yet simplistic portrayal of such a complex disease, it has provided a truly unique educational tool for both health professionals and the general public to better understand and support those living with MS. 

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