THE CHALLENGE

Living with multiple sclerosis can often be an isolating experience for many individuals, particularly for those navigating a new diagnosis or changing symptoms. Many Canadians struggled to find trusted resources or a supportive community that reflected their lived experiences. Novartis sought to create a platform that would reduce feelings of isolation and empower people to ask questions or participate in productive conversations through authentic storytelling. 

THE STRATEGY

Edelman, in partnership with an IAT, developed My Krew to build an inclusive community around the realities of living with MS in the digital space. The strategy centered on trusted voices with lived experience, combining educational content with personal stories to normalize conversations around the disease. By balancing emotional storytelling with credible information across the digital ecosystem, the campaign encouraged engagement and resource access while helping audiences feel seen, supported and empowered throughout their journey with MS. 

THE EXECUTION

Seven Canadian creators who live with MS became the faces of the campaign, starring in a seven-part lifestyle-focused video series that explored topics including diagnoses, relationships, careers, mental health and everyday life. Content was distributed across a dedicated website, Facebook, and Instagram. In tandem, paid media amplified content and influencer stories and active community management to encourage conversation, answer questions and sustain engagement throughout the duration of the campaign. 

THE OUTCOME

My Krew successfully established a thriving online community for Canadians living with MS, generating meaningful engagement while strengthening awareness and positive sentiment. The campaign delivered over 11 million impressions, a 7% average organic Instagram and Facebook engagement rate and 35% year-over-year audience growth, while maintaining a positive sentiment of 100%.