MS in Canada and the biggest task in the world for MS Canada

Canada has one of the highest rates of MS worldwide. People affected experience a chronic disease that profoundly affects the nervous system and, as a result, the quality and length of life that person can expect.   

Things have got better, powered in no small part by Canadian medical research, with mortality reduced by 30% and a ten-year delay of disability brought about through breakthrough therapies. But it’s not enough, and thousands live with the reality of symptom relapses, disability, emotional and cognitive problems.   

MS Canada refuses to accept this. The national charity is taking on the biggest MS challenge in the world through support, advocacy, and science. We’ve partnered with them across 2025 to research and design a major engagement strategy to help redouble the charity’s efforts for its community and the Canadian public.   

Our programme, with the support of MS Canada’s senior team, has spent time understanding what the charity represents to its beneficiaries and supporters, how best to articulate its new ambition, and what a strategy to deliver this message into the world looks like.   

Thanks to the generous input of the charity’s core team in a series of energetic workshops, interviews and debates, we have built a foundation of insight that has informed a clear new strategy. All of this development has been informed by the voices of people with lived experience, the heartland of MS Canada’s community, whose views shape our aspirations.   

In 2026 we have been developing and testing new narratives to bring the charity’s strategy to life – once again informed by Canadians living with MS. This new approach and the bold campaigns it will birth will emerge in the coming months, re-launching an inclusive, modern charity that is not afraid of tackling the challenge its community faces.