# MS Society wins major marketing award

- Link: https://fundraising.co.uk/2002/10/08/ms-society-wins-major-marketing-award/
- Published: 2002-10-08T23:00:00+01:00
- Author: Howard Lake

The Multiple Sclerosis Society of Great Britain and Northern Ireland has won the
top award in the charities category a in this week’s Chartered Institute of Marketing/
Marketing Week Marketing Effectiveness Awards.
The award reflected The Multiple 
Sclerosis Society’s success in launching a major marketing campaign, linked to a
new visual identity. As a result, the charity saw a 30% increase in income after
three years of very low growth. It also managed to change Government policy on the
availability of drugs, securing a commitment of £50 million for new drugs annually.

The charity also launched a new Web site to reflect its new visual identity. Participants
in the Flora London Marathon raised £800,000 for the charity in 2001. A direct marketing
campaign in 2001 achieved £1.5 million in profit compared with £500,000 in 1998.
The cost of the campaign was around £4 million, and it is estimated that some £5
million was added to the bottom line as a direct result.

“The Multiple Sclerosis Society of Great Britain and Northern Ireland’s approach
to marketing demonstrates innovative thinking, careful strategic planning and successful
implementation,” said Mike Johnston, International Chairman of The Chartered Institute
of Marketing. “Achieving profitable growth in today’s competitive markets requires
excellence in marketing knowledge and skills as well as application and an understanding
of business priorities. This campaign shows that excellence and effectiveness go
hand in hand.”

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