MS Australia, The Multiple Sclerosis Society of Australia, launched a public awareness campaign using a nude female model with ‘Use By’ stamps on her body. “When you have multiple sclerosis you never know what will expire next.”
Multiple sclerosis (MS) is a chronic, often disabling disease that randomly attacks the central nervous system (brain and spinal cord). The progress, severity and specific symptoms of the disease cannot be predicted; symptoms may range from tingling and numbness to paralysis and blindness. MS is a devastating disease because people live with its unpredictable physical and emotional effects for the rest of their lives.
The MS Use By Date campaign was developed at Cummins & Partners, Melbourne, by creative director James Procter, copywriter Matthew Page, art director Carolyn Davis and producer Andrea Le Sueur. Photographer was Derek Swalwell.