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Campaign Spotlight: Grey Melbourne creates a bike with multiple sclerosis

MELBOURNE – Over 23,000 people in Australia have multiple sclerosis (MS), a condition of the central nervous system that interferes with nerve impulses within the brain, spinal cord and optic nerves. But unlike other conditions, the signs and symptoms of MS can’t be seen physically but can only be felt by the person who has it.

To allow people to have a better understanding of what MS is and what the people affected with the condition go through, Grey Melbourne asked a team of neurologists, physiotherapists, bucks mechanics and people living with MS to create a bike that simulates a person suffering from the condition.

“This bike is a nasty piece of work. It totally sucks. We’re looking forward to seeing just how much money it can raise, how much pain it can inflict and how much closer it can get us to better understanding and treating multiple sclerosis,” shared Michael Knox, Chief Creative Officer and Managing Partner of Grey Group Australia.


Led by Paralympian gold medalist, Carol Cooke AM, who was diagnosed with MS in 1998, a bike with bent wheels, gears with missing teeth, thin handles, and tough breaks was created so others can experience the discomfort and difficulty of living with MS. “Cycling is a precision sport. We’ve taken everything you’d look for in a good bicycle and done the opposite. We wanted to know how close we could get to recreating the symptoms. I certainly wouldn’t want to ride this bike,” said Cooke.

The bike with MS will be available for people to try at the annual MS Melbourne Cycle event on March 6, a cycling event attended by biking enthusiasts to raise awareness about MS.

“This time around we asked Grey to help us build awareness of the symptoms of multiple sclerosis and our MS Cycle event. They landed on an idea that allows people to experience MS for themselves and helps us talk about our major fundraising event in a new way. This is an awareness campaign that will go on to help education and treatment. It will translate financially into support for people living with multiple sclerosis and those helping with treatment,” commented Jan Staunton, Group Manager, Marketing and Communications of MS.

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