MS Use By Dates

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.”

MS Use By Dates Print advertisement

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.

Close up of MS Use By Dates Print advertisement


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.