A bike that made an invisible disease visible.
Multiple Sclerosis is unbelievably difficult to understand and diagnose due to its often-invisible symptoms.
Our task was to not only help educate the public and health professionals, but also raise funds for treatment.
To improve the understanding of MS and raise funds, we hid the debilitating symptoms of MS in the design of a bike. ‘The bike with MS’ was ridden by Olympic cyclist Shane Kelly, shocking spectators and journalists as the symptoms took their toll.
The frame of the bike was buckled and the wheels deliberately bent, teeth had been sheared off the gears, and ball bearings tucked inside thin handlebar tape made this bike considerably difficult, erratic, and uncomfortable to ride. Each modification reflected a real symptom of Multiple Sclerosis. Designed in collaboration with bike mechanics, medical professionals, people living with Multiple Sclerosis, and MS ambassador and gold medal winning Paralympian, Carol Cooke AM. The bike provides a unique opportunity for people to experience just a fraction of what it is like to live with Multiple Sclerosis.
Results:
30+ countries covered the story
7+ million in earned media
1+ million raised for treatment
13 health brands now use the bike as an educational tool
8 bikes have been built globally

This bike has Multiple Sclerosis from whiteGREY on Vimeo.