M
S is the most commonly acquired neurological disease in young people and there is currently no cure. While great progress has been made over the past 10 years in better understanding MS, and finding treatments which halt the symptoms in certain types of MS, it is now critical that the momentum reached, does not wane. More funds are needed to support the best quality research into MS not only in Australia, but also globally. ‘Kiss Goodbye to MS’ is an Australian founded DIY style fundraising initiative that has experienced ongoing success over the last 3 years. In 2015, the campaign raised over $1 million and has raised more than $3 million for MS Research Australia since 2011. The campaign has had a huge impact among the MS community largely thanks to an engaging social media approach. With a significant social media presence, and a considered social media strategy, ‘Kiss Goodbye to MS’ is executed on a lean budget, with low administration costs, maximising the net profit for research. Because of this Australian success, and the modest resources required to execute the campaign, ‘Kiss Goodbye to MS’ has been adopted as the global fundraising initiative to raise funds for MS research around the world. The implementation of a global fundraising campaign of this nature is a first in the world of MS. While many campaigns have successfully raised funds and awareness for MS research in their own countries or jurisdictions, ‘Kiss Goodbye to MS’ is pioneering the way for a cohesive, global approach to raising the profile and importance of raising funds directly for MS research around the world. Renee Steenstra, 33 had her MS diagnosis confirmed in 2015 said “The scariest part of MS is the not knowing. My dream is a world where a diagnosis with MS is followed by an explanation of what the cure is. I know that research into MS will not continue simply because it is right or fair or needed, we must demand that the world makes finding a cure a priority. I am hopeful that Kiss Goodbye to MS being implemented globally will make the world take notice, and bring MS research to the forefront.” Luke Thomas, Head of International Fundraising at MS International Federation (MSIF) and based in London, is excited about this opportunity, “From the day I first joined the MS International Federation (MSIF), the Kiss Goodbye to MS campaign stood out as one of the most exciting things happening around the world. “Whenever we have spoken to our member countries and people involved with MS there has been a real excitement about it, and it is now going to be our first major international fundraising campaign,” said Mr Thomas. ‘Kiss Goodbye to MS’ resulted in a direct increase in vital funds available for top quality, competitive, category 1 funding of research via MS Research Australia, the largest national not-for-profit organisation dedicated to funding MS research.
The MSIF was drawn to the positivity of the campaign and the hope that it brings to people living with MS. With continued research, more treatments will be made available, and the world will be one step closer to the ultimate goal, freedom from MS. It hasn’t been just the MS community engaging with the campaign. Corporate support has been excellent and continues to grow with pro bono assistance in 2015 conservatively valued at $250,000, a significant factor in reducing campaign expenditure. Not to be outdone, MS researchers from virtually every university, medical research institute (MRI) or hospital, wore bright red lab coats to launch the campaign in 2015. Standing proudly in an otherwise sea of white coats, and sharing via social media. It is hoped that the Australian ‘Red Lab Coat Day’ will also be a part of every country’s campaign in the future. With the global implementation of ‘Kiss Goodbye to MS’, MS Research Australia is quietly confident that the campaign will be embraced around the world, and experience the success that Australia has enjoyed. In 2016, nine countries launched their own campaigns including the USA, France, Sweden, Mexico, Argentina, Greece, Denmark and New Zealand. The UK, Canada, India and Spain are currently developing their strategic approach and are planning to introduce ‘Kiss Goodbye to MS’ in 2017. In only a few months, the campaign has gained support around the world with hundreds of people raising awareness for the importance of MS research on social media. An excellent roll-out in the US has seen comedian, Amy Schumer, whose father has MS, show her support, as well as actor Shemar Moore, who’s mum is living with MS. “We are really proud to see ‘Kiss Goodbye to MS’ reach new heights. I have always been confident about two things when thinking of funding medical research; the importance of a global outlook and the need to collaborate effectively with like-minded groups,” said Dr Matthew Miles, Chief Executive Officer of MS Research Australia. “MS Research Australia is working closely with the countries who have adopted the campaign to ensure a smooth collaboration, maximising this exciting opportunity,” Dr Miles said. This is a unique opportunity for an Australian-founded campaign to make waves in the world of medical research. With increased funding into MS, better treatments and a cure for all types of MS will not just be a matter of ‘if’ but a matter of ‘when’. To find out more about ‘Kiss Goodbye to MS’ and MS Research Australia visit www.msra.org.au
The campaign has successfully captured the attention of a somewhat previously unreached audience; young women (18-50 years of age) with MS. With an average age of diagnosis of just 30, and 3 out of 4 people diagnosed being female, MS is largely a young woman’s disease. Research into the age and demographics of the K’iss Goodbye to MS’ community indicate that this campaign resonates strongly with younger MS patients, their family and friends, and particularly with people recently diagnosed with MS.
WWW.RESEARCHAUSTRALIA.ORG
grassROOTS | AUTUMN 2016 39