Bicycle Designed to Demonstrate the Symptoms of Multiple Sclerosis

Grey Australia has come up ‘This Bike has MS’, a unique campaign to raise awareness of multiple sclerosis and promote the upcoming MS Melbourne Cycle charity race.

The agency partnered with Paralympian cyclist Carol Cooke, and a team consisting of neurologists, physiotherapists, a team of bike-building experts from Mottainai Cycles and people with MS to create a bicycle that when ridden, demonstrates symptoms of the disease.

The bike was constructed using heavier-than-usual materials, the frame and forks have unusual bends that unbalances the rider, teeth have been purposely removed from the sprockets to make changing gears unpredictable, and ball bearings have been placed under the handlebar tape to create an uncomfortable grip.

This bike has multiple sclerosis

via Campaign Brief

Swedish Cancer Society Raises Skin Cancer Awareness with Shaded Soccer Pitch

Cancerfonden - Play in the Shade

One thing Canadians can certainly relate to with the Swedish is how we both endure long, cold winters (especially, this last one). At our first taste of sunshine we begin peeling off the layers of winter clothes and letting the bright sunshine warm our skin. However, exposure to that sun brings along its own risks to our health.

The Canadian Cancer Society estimates that 6,500 Canadians will be diagnosed with melanoma (the most serious form of skin cancer) in 2014, with 1,050 expected to die from the disease. Another 76,100 are expected to be diagnosed with less-serious forms of skin cancers.

With cases of melanoma having doubled in Sweden since the year 2000, Cancerfonden (The Swedish Cancer Society) developed “Play in the Shade”, a campaign to raise awareness of the sun’s exposure, especially during the middle of the day.

A shaded soccer pitch was constructed with areas of the cover made transparent, allowing the sun to create the lines on the playing field. The lines on the field were visible between 11 am and 3 pm, when the sun is at its strongest.

[via Gute Werbung]

Sweden

Ogilvy and Sol de Janiero Educate Tattoo Artists to Spot Skin Cancer

Sol de Janiero - Skin Cancer Education

Besides doctors, tattoo artists have a opportunity to examine a person’s skin in an up close and personal way. With that in mind, ad agency Ogilvy Brazil and sun-screen brand Sol de Janeiro partnered together to recruit tattoo artists from across Brazil to training and lectures given by a trained oncologist.

With it’s sunny beaches and outdoor lifestyle, skin cancer is the most common type of Cancer in Brazil, with over 180,000 cases diagnosed annually.

The artists were taught to spot signs of skin cancer using the “ABCD” rule: Asymmetry, Border Irregularity, Colour and Diameter. If any irregularities were spotted, the artists were instructed ask their customer to seek out a dermatologist.

[via Creativity-Online]

Brazil

Coca-Cola Fair Play Machines Brings Together Rival Football Fans in Milan

Coca-Cola - Fair Play Machines

Sports rivalries can bring out the worst in some people, they can turn friends, neighbours and even family against one another. In Milan this rivalry is intensified as two of the world’s greatest football teams, Inter Milan and A.C. Milan, are both based in the Italian city.

On December 23rd, for the 2013 Derby Della Madoninna, Coca-Cola installed two special vending machines on opposite sides of the San Siro Stadium. The machines, which were connected by an audio and video feed, could only dispense a free coke to the machine on the other side of the stadium.

The agency behind the project was McCann Worldgroup Milan.

[via Agency Spy]

Italy