Objective:

The campaign aimed to establish a data-informed framework for future national efforts, validate content that resonates with the multiple sclerosis (MS) community, and promote awareness of MS symptoms and treatment, MS-specific education, and available MSAA resources.

Background:

Living with multiple sclerosis (MS) is a personal experience influenced by access to care, socioeconomic status, race, cultural context, and other social determinants of health. Despite these differences, many individuals face shared challenges, including delays in diagnosis, care gaps, stigma, and mental health impacts. Building on findings from the Multiple Sclerosis Association of America’s (MSAA) MS Ecosystem Framework research, which identified key barriers through surveys, roundtables, and interviews, MSAA launched a pilot MS Awareness Educational Campaign to test messaging strategies, creative formats, and digital platforms.

Design/Methods:

Over three weeks, video-based advertisements and calls to action (CTAs) were tested across Facebook, LinkedIn, and Paid Search Ads, in two regions: Upstate New York and Atlanta. Facebook targeted both general and lookalike audiences, LinkedIn reached healthcare professionals, and search ads focused on regional MS-related keywords. Creatives included email and SMS signup promotions, “Back to Basics” informational ads, testimonials, and early diagnosis-focused videos.

Results:

Results revealed notable regional differences. Atlanta achieved the highest visibility but lower engagement (average 35 seconds on site, 15% engagement rate), while Upstate New York users showed deeper interaction (52 seconds, 19% engagement). Content format significantly affected outcomes: informative, action-oriented videos— particularly testimonials— outperformed static posts, with the “Early Diagnosis – More Detail” ad achieving a 1.30% click-through rate. Facebook generated 155K impressions overall, with retargeted “Email Signup Promo” ads driving 35% of total impressions.

Conclusions:

Findings demonstrate that combining geographic targeting with emotionally engaging, story-driven video content enhances both reach and engagement. Localized, human-centered messaging and strategic retargeting are critical for fostering meaningful awareness and improving outcomes across diverse MS communities.