In November 2007, the Multiple Sclerosis Society of Canada approached High Road with a unique challenge: to design and build a bilingual web campaign that would help raise $60m and ensure a cure for multiple sclerosis would be discovered in Canada. Naturally, we accepted the challenge head-on.

To accomplish its mission, the MS Society of Canada needed to be relevant to visitors at various levels of engagement in the fight against MS, and move them up on the “participation ladder”. With this in mind, we tailored the web site to track visitor behaviour and allowed endms.ca to serve up personalized content to everyone from the newly aware to the hyper-engaged.

A campaign blog allowed potential donors insight into the workings of the campaign while a multitude of RSS feeds allowed users to subscribe to all updates: from new events to blog postings and from video updates to new funding.

endMS.ca also showed off  our creative team at their best – they developed a Flash “funding simulator” that demonstrated how donations change the face of MS research in Canada. The team also created an emotionally-stirring cut of the campaign PSA, subtly introducing colour into the black and white video to enhance the site’s overall design and aesthetics.

Using an integrated multi-channel solution that incorporated online editorial outreach, online advertising and community-based marketing, we recommended a truly integrated approach and helped the MS Society pursue their funding goal.