Unseen and unheard, Multiple Sclerosis (MS) silently affects millions worldwide. Yet, in the United Arab Emirates, its prevalence surpasses the global average, calling for attention.
With an estimated 65 cases per 100,000 people, the UAE stands as a beacon in the fight against MS.
Discover the untold stories of resilience, struggle, and the daily battles faced by those living with MS in the UAE. KNOW Creative, brought their voices to light to ignite change.
KNOW Creative embarked on a remarkable journey that unveils the untold stories of those battling Multiple Sclerosis (MS) in the UAE.
A groundbreaking national campaign was launched on May 30th, dedicated to raising social awareness and shedding light on the unseen challenges faced by individuals with MS.
We stepped into their lives through four captivating one-minute films, where genuine positivity radiates through heartfelt voices and powerful visuals as we experience the emotional encouragement that awaits, inspiring those embarking on their own transformative journey.
We delved into a captivating journey of discovery, connecting with ten remarkable individuals through powerful one-hour Zoom calls. Each candidate possesses an extraordinary story and an infectious attitude that leaves an indelible mark on our hearts.
Within these virtual meetings, a tapestry of visual narratives unfolded, destined to ignite social awareness about Multiple Sclerosis (MS). Our mission extends beyond the MS community, reaching out to those who have yet to comprehend the gravity of this condition.
Prepare to be humbled as we unveil the profound significance and weight carried by each encounter. In a twist of fate, we found that these encounters, despite their burdens, had the power to transform lives in ways we never anticipated. Witnessing firsthand how every story we discovered became a catalyst for positive change.
The transformation unfolded as we carefully selected four candidates and captured their raw emotions in on-camera interviews. These powerful moments of self-discovery were skillfully condensed into a captivating voice-over, delivering a profound message in under 45 seconds. The magic of their stories came to life, igniting a powerful connection with audiences and ensuring the success of our campaign.
Every frame meticulously crafted, our films underwent an intensive editing process. Audio was expertly woven, intertwining emotion and resonance. Clips were carefully selected, weaving a seamless narrative. And through meticulous colour grading, we transformed each scene, elevating our films to a cinematic masterpiece that left audiences awe-inspired.
These extraordinary narratives of resilience and triumph touched the hearts and minds of audiences far and wide. Presented within the immersive ambiance of Etisalat stores and ELife home entertainment, reaching countless viewers in the comfort of their own homes. The films also filled the halls of every VOX cinema across the UAE, setting the stage for a cinematic experience.
Our lives have been touched by meeting these great people and it’s been an honour to capture this in a way befitting of each.
Malak Mahran
2. Omar Al Norkhatha
3. Mariam Al Qubaisi
4. Chand Guria
For social media reach, the films were re worked into traditional 1:1 & 9:16 ratios for greater reach and engagement.
KNOW Creative extended the scope of service to capture activation content in support of Social Media awareness. From illuminated buildings, coffee shop activations, mall pop-ups and cultural installations taking place simultaneously across the UAE.