CHALLENGE
Acquire new attendees as well as engage past participants to take part in Walk MS, a charity event series that takes place in over 500 locations nationwide, averaging more than 300,000 participates annually. Since its inception in 1988, the event has raised over $1 billion to date, with the Chicagoland area being its largest revenue market.

SOLUTION
Took leadership role in conceptualizing and producing campaign themes that took an intimate, story based approach to individuals who participate on behalf of loved ones living with MS. The Walk MS 2016 campaign was a cross-promotion in tandem with the organization’s two other mass-market events – Bike MS & Muckfest MS. The “Team Up To End MS” campaign unified the event brands, while still keeping their unique identities intact. For both the 2015 and 2016 campaigns, directed photo shoots utilized for web, print and digital advertising and video shoots utilized for social media and video presentations. Other creative assets included e-mail design, direct mail, brochures, stationary, posters, event apparel, signage, stickers and sponsorship materials.