Creative is Native

The MSunderstood Café

The MSunderstood Café

The MSunderstood Café gave customers a unique taste of the daily challenges faced by people living with multiple sclerosis (MS) and highlighted the need for improved access to medicines. Everything in the experiential pop-up Café was designed to mimic the symptoms of MS, creating a challenging – and often disorientating – experience. Hidden cameras captured customers’ reactions to items such as blurred menu boards, unsteady floors, and heavy furniture. The ultimate aim was to raise awareness and understanding of MS, and to open a dialogue with policy makers about the need for improved access to medicine in Ireland.