Saatchis puts story upside-down in the Indie for MS Society

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 disorientate readers.

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

disorientate readers.



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

April.



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.



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