Saatchi & Saatchi has struck a one-off deal with the Independent to
print parts of an article upside-down and some of it on its side to
The move - the first of its kind in a national newspaper - aims to bring
home the trauma experienced by multiple sclerosis sufferers, and is
timed to appear next Tuesday to coincide with MS Week.
The specially designed article appears in the Independent’s Health
section on the same page as an ad that asks: ’How would you cope if your
life was as unpredictable as the opposite page?’ It appears on behalf of
the Multiple Sclerosis Society, which is organising its largest
awareness push during this year’s MS Week, which begins on Sunday 19
Saatchis has already released radio work, starring Steven Berkoff and
Hannah Gordon and written by Rupert Jordan and Stuart Mills. It will be
supported by a poster campaign, to appear initially on an advan.
Hundreds of facts about MS are printed densely down the ad’s left-hand
side along with the question, ’What is MS?’, overprinted clearly. The
right-hand side of the poster is blank, apart from a copyline that asks
people to call a freephone number to obtain clear answers.
The MS Society will carry out a publicity drive with a door-drop to
households in the North-west and a campaign targeting the human resource
directors of UK companies raising the issue of MS and employment.