THE BRIEF

Red Lab Coat Day kicked off Kiss Goodbye to MS on Friday the 1st May, an initiative of MS Research Australia that raises vital funds towards multiple sclerosis (MS) research.  Red Lab Coat Day marked a world-first in profiling the significant talent and research capabilities in MS across Australia.  A critical goal was to focus on the faces and contributions of MS research teams in Australia, promoting their valuable work via an activation on social media including Twitter and Facebook.

THE RESULT

Over 130 researches from across Australia made a colourful change to red lab coats to show their support in understanding and finding a cure for MS.  Twitter was inundated with photographs of researchers from the most prestigious institutions including The University of Sydney, Westmead Hospital, University of Melbourne, Monash University, University of Queensland and Menzies Institute of Medical Research.  The #redlabcoatday hashtag reached in excess of 35,706 users on Twitter and 40,940 impressions during the first week of May.  Aside from the extensive discussions via social media, coverage was also achieved across radio and print media outlets.