Let everyone experience life with MS.
We brought the symptoms of MS to life in the MSUnderstood Café — a pop-up experience that included blurred signage, weighted furniture and more, simulating the real-life challenges of MS for unsuspecting patrons. We staffed the café with actors who made sure each customer got the full experience as hidden cameras captured their reactions. And we urged customers to visit patientsdeservebetter.ie to contact their political representatives and demand better medicinal access.
As the experience took over the media, we revealed new research showing public support of improved medicinal access. Through it all, we partnered with the MS Ireland patient group to make sure our message and the café experience rang true.