MS Research Australia is a national not-for-profit organisation dedicated to both funding and coordinating multiple sclerosis (MS) research in Australia. It forms part of the worldwide effort to find better treatments, unravel the complexity of and identify the cures for MS. MS Research Australia strives to ensure that people with MS are at the core of every business decision.

Kiss Goodbye to MS is an Australian founded initiative that calls on the MS community to raise funds and awareness for ongoing research into MS – however they like! Over the last 12 months, social media has been flooded with people supporting Kiss Goodbye to MS in their own way, with events held in coffee shops in Paris, ocean swims on Sydney’s Palm Beach and major banks in Ireland holding red themed morning teas. Since 2012, MS Research Australia has transformed Kiss Goodbye to MS from an awareness campaign to an established fundraising platform. One of the primary strengths of Kiss Goodbye to MS is that it attracts supporters who previously had little interaction with the MS Cause.

Key elements that resulted in the campaign’s success is its creativity and innovation, focus on social media, interactive website and by keeping fundraising costs as low as possible. The campaign also has the ability to transcend cultural and linguistic boundaries. The Kiss Goodbye to MS campaign has successfully bolstered the MS research cause, proving effective at engaging with a new and younger audience, achieving vital fundraising and awareness outcomes and helping MS Research Australia reach its strategic goals. The campaign has also allowed new sponsor opportunities, as well as attracted a global audience through its positive messaging.

At the end of each campaign period and each calendar year, the campaign is evaluated by set KPIs and audience engagement. A survey is produced each year to determine the successes and the areas of improvement. In addition to the formal survey, the Kiss Goodbye to MS Campaign Manager speaks to fundraisers on a daily basis; taking feedback, asking questions and gaining insight.