MSunderstood FleishmanHillard
Working with FleishmanHillard, Fuel created a café in a high footfall area of Dublin, the aim of which was to raise awareness and understanding around the symptoms of MS by simulating these symptoms for all café patrons. All proceeds from these experiential café went to support MS Ireland.
As part of the brief, the space chosen for the café needed to be wheelchair accessible with a capacity of 50 patrons, and have a front window overlooking a main street in Dublin city centre.
MS Café offered a taste of life with MS.
Fuel created experiences that would simulate MS by conducting in-depth research including a focus group with MS Patients which added greatly to the successful delivery of the café.
Fuel developed a number of innovative techniques to simulate MS symptoms such as foam flooring to simulate the feelings of imbalance, a moving serving counter which moved subtly and discretely to disorientate guests & menu screens which could be blurred by remote control, to simulate vision impairment. Following a 2 day build, the café launched in March 2018.
FleishmanHillard won a Cannes Pharma Lion Award for The MSunderstood Café on behalf of Roche Ireland and MS Ireland.
The success of the café has since sparked a European MS Bus Tour, where we converted a bus into a working café, using similar techniques to simulate MS symptoms. The MS Bus has toured across Europe, raising awareness and understanding of the symptoms of MS on an international scale in an extremely memorable and impactful way.
