Gilead
Draw a line
Biogen
Cleo
A campaign that gives a voice to people living with multiple sclerosis around the world.
Context
Following the successful launch campaign of the Cleo app (Aby in the USA) and the film "A Life of Greatness," the daily challenges faced by people living with multiple sclerosis (MS) were brought to light, along with the importance of personalized and accessible support. Through the Cleo app, patients benefit from an inclusive platform offering a tailored training program, access to a secure medical messaging system, resources, practical advice, and a supportive community.
Problem statement
How can we accelerate the adoption of the Cleo app within the MS patient community, while highlighting the app’s new features?
Our Idea
Highlight the inspiring stories of three influential figures living with multiple sclerosis: Ardra Shephard, a Canadian blogger and renowned MS advocate; Cécile Hernandez, a French Paralympic gold medalist in snowboarding with an impressive journey of resilience; and Samira Mousa, a German entrepreneur and content creator who openly shares her daily life with the disease. Through their testimonials, these three powerful voices show how Cleo helps them overcome challenges, regain control of their daily lives, and personalize their MS management.
The campaign
Creations
Each story embodies a personal and unique approach to living with the disease, highlighting the diversity of experiences. Yet, a unifying message emerges: despite the daily challenges of multiple sclerosis, it is possible to regain control and improve quality of life. By sharing these testimonials, “My MS, My Cleo” aims to inspire and demonstrate that MS management can be tailored to each individual’s needs, while benefiting from the support Cleo offers. By drawing on the authenticity of these stories and the reach of social media, “My MS, My Cleo” seeks to create a positive impact, helping people living with MS rebuild confidence and rediscover a sense of freedom in managing their condition.
Mediums
Rolled out in several countries, including France, Germany, Canada, and Italy, the campaign was designed to adapt to various formats and channels, including print and digital media such as websites, social media, online display, and in-app content. Special attention was given to the influencer campaign, allowing the three ambassadors to regularly share their experiences with Cleo and raise awareness within their communities about the app’s benefits.
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