- Saatchi & Saatchi has struck a one-off deal with the Independent newspaper to print an article upside down and sideways in order to deliberately disorientate its readers.
The move -- the first of its type with any national newspaper -- is designed to bring home the trauma experienced by multiple sclerosis sufferers, and is timed to appear next Tuesday to coincide with MS Week.
Appearing in the Independent's Health section, the article will be paired with an ad on the facing page asking: "How would you cope if your life was as unpredictable as the opposite page?" The initiative is on behalf of the Multiple Sclerosis Society, which is aiming for its biggest -ever awareness push during this year's MS Week, which runs from Sunday 19 April.
Saatchis has already released a radio campaign for the run-up to MS Week, starring Steven Berkoff and Hannah Gordon and written by Rupert Jordan and Stuart Mills. It will be supported by a poster campaign, initially on an advan, which illustrates the unpredictability of the disease. Hundreds of facts about MS are printed densely down the left-hand side with the question "What is MS?" overprinted clearly. The right-hand side of the poster remains completely blank, apart from a line asking people to call the MS freephone number for clear answers.
In addition to the advertising activity, the MS Society will carry out its own awareness-raising activity through a door drop to three million households in northwest England, and a campaign aimed at the human resource directors of major UK companies on the issue of MS and employment.
The Society is also fielding runners in the London Marathon at the end of MS Week, lobbying MPs and advertising in the local press.