The Art of Brain Preservation
The Challenge
In a complex field where treatment is more of an art than a science, many Neurologists see themselves as artists of the brain. Based on this insight, a stained-glass initiative was created, using original artwork to captivate Neurologists and challenge them to think differently about multiple sclerosis (MS). As part of a unique convention booth, 3 pieces of handcrafted stained glass were created. Attendees were fully engaged in an immersive experience and invited to learn more about the importance of Grey Matter in MS.
Making Grey Matter, Matter.
A memory game similar “Simon” that challenged cognition and showcased grey matter facts. Before each round of the game, neurologists were presented with a fact on grey matter. Their cognitive abilities were challenged as they tried to repeat back the random visual patterns that were being displayed. With each round, the brain started slowly fading to grey while the speed of the visual patterns increased, adding to the difficulty.
“Very engaging. I couldn’t walk past without playing”
— Attending Neurologist
30th Street Station, Philadelphia
In May 2019, the campaign was brought to 30th Street Station in Philadelphia, a major transportation hub in the city. The goal was to reach neurologists who were meeting in Philadelphia for the largest neurology convention in North America. For 30 days, a complete takeover of the train station was initiated, with elements from the campaign placed throughout the facility, urging neurologists to think differently about multiple sclerosis. The 30th Street Station takeover not only brought Grey Matter to the forefront of the public eye, but it also attracted neurologists to seek further knowledge about the impact of Grey Matter on multiple sclerosis at the convention booth.
More than 25 sponsorship designs were developed, resulting in 143 unique placements all focused on one message: In Multiple Sclerosis, Grey Matters.
