Assignment: Increase awareness of the MS treatment Kesimpta.

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Solution: With self-administration as a key differentiator, the goal of the Reframing MS campaign is to empower patients to manage their condition rather than be defined by it. To amplify this message, we partnered with Jaime-Lynn Sigler—who was diagnosed with MS while filming The Sopranos and now takes Kesimpta—to share her story across TV, social, and PR. The campaign has since expanded to include sponsorship of Jaime's MS podcast, MeSsy, coverage on Bustle's Romper, and an upcoming TV integration.