The connection is strong between MS Canada and Tam-Tam\TBWA

Are you familiar with the French acronym SP?

If the answer is “no,” that’s understandable because, unlike the English acronym MS (Multiple Sclerosis), the French acronym SP (sclérose en plaques) is not widely recognized by the Quebec francophone public. That is why MS Canada is launching today, as part of a new partnership with Tam-Tam\TBWA, a campaign aimed at raising awareness about multiple sclerosis. The campaign is also launching during MS Awareness Month.

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“We needed to be clear and simple while remaining memorable, so people would remember what the acronym stands for and, in turn, remember the disease itself, especially since Canada is among the countries with the highest number of people living with MS per capita.”
— Manuel Ferrarini, Vice President, Creative Director

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The partnership got off to a strong start with a collaborative workshop. Through these discussions, the idea of using a damaged wire to symbolize the disease emerged. The object serves as a powerful metaphor to explain the impact of the disease on the nervous system and on the daily lives of those affected.

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To deliver the message, no one was better suited than Sophie Berriault, who herself lives with multiple sclerosis.

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“It was very important for us to feature someone who genuinely lives with the disease. We thank Sophie for taking part in this project. With this new message, we are putting words, images, and emotion to MS. This disease affects more than 20,000 Quebecers, and it is essential to give voice to their lived experience.”
— Diego Mena Martínez, Executive Director, MS Canada – Quebec Division

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Tam-Tam\TBWA would like to acknowledge the contribution of its team and media partners, who helped amplify the campaign’s reach, notably through television placements. On the production side, special thanks go to Rodeo FX for their commitment and generosity throughout the project.

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Credits:

Client: MS Canada – Quebec Division

Agency: Tam-Tam\TBWA

Creative Direction: Manuel Ferrarini

Copywriting: Olivier Charlebois-Campbell

Account Direction and Agency Production: Vicky Harwood

Strategic Planning: Sabrine Mekki, Jean-Xavier Wilhelmy

Media Planning and Buying: Caroline Leprince, Isabelle Pelletier, Chloé Damerval

Graphic Design: Simon Durivage, Annie Blanchette

Production Company: Rodeo FX

Direction and Visual Effects: Érik Gagnon

Sound Design and Audio Post-Production: David Beaulieu

SVP traduire en anglais: Le courant passe entre SP Canada et Tam-Tam\TBWA

The connection is strong between MS Canada and Tam-Tam\TBWA

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