MS Society’s poutine pledge

The new fundraising campaign asks donors to make uniquely Canadian commitments, like wearing toques and eating maple syrup.

The MS Society of Canada has kicked off the second phase of its marketing campaign centred on multiple sclerosis as a truly Canadian disease.

Last month, the organization launched the first part of its “Flee or Fight” national marketing campaign, led by Toronto’s Mackie Biernacki, based on the fact that Canadians have the highest rate of MS in the world. That push included video spots, radio and OOH placements nationally, positioning MS as Canada’s illness.

Now, it’s launched a social media initiative asking Canadians to participate in local events, take various Canadian-centric pledges and donate funds to fight the disease. Participants can pledge to do things like wear a toque at work, sing “O Canada” in a public place, use maple syrup in all three meals of the day, scarf down an extra-extra-large poutine, or don plaid on plaid, all in support of MS research.

One participant has already pledged to wear as much plaid on plaid as possible, along with a toque, a representation of the overheating symptoms people with the disease often have.

The MS Society wants participants to share photos of their pledges online, using #TeamFight and #endMS, to spread the word and drive donations. Pledges will also be featured on the endMS.ca website.

The site also includes information about various, more traditional, fundraisers, including local MS Walk events, the MS Carnation Campaign and MS Bike.

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