ATMs help to promote Multiple Sclerosis Awareness Week Campaign

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UK charity advertises awareness week through atmAd

The MS Society, the UK’s largest charity for people affected by multiple sclerosis (MS), has used cash machine advertising, powered by atmAd to help promote MS Awareness Week. atmAd was part of a larger integrated advertising campaign including buses, tubes and airports. The ATM was chosen as a means for personal engagement with the user.

The adverts featured positive dynamic visual testimonials from people who have overcome the challenges of MS by making use of the resources available to them. The aim was to drive people to the MS website and hotline, which provides a wealth of information and resources, advising MS sufferers, carers and their relatives on how they can cope with the disease.

The campaign, which was bought by Total Media, ran for two weeks to raise MS awareness. It was anticipated that one million customers would watch the dynamic ad, as they waited for cash and receipts to be dispensed, at ASDA stores and post offices in towns and cities across the UK, including Birmingham, Manchester, London and Glasgow. Information on the website and hotline was printed on the front of the ATM receipts so customers received a takeaway reminder.

“Our priority is to raise awareness of multiple sclerosis, which affects 85,000 people in the UK alone, by reaching as wide an audience as possible. ATM advertising is a key part of the campaign as it provides a level of personal engagement which other outdoor mediums do not,” commented Matthew Trainer, head of communications at The MS Society.

“As a charity, it is paramount that we achieve value for money through our advertising campaigns, and atmAd is helping provide us with accountability,” he added.

The site is already a major resource, visited by 75,000 users each month with the hotline being called by 16,000 people each year providing invaluable support.

“The MS Society needs its message to reach a broad audience and the ATM is the perfect medium to achieve this goal. The charity can now provide direct one-to-one advertising of this valuable information, and achieve effective results,” commented Richard Rowley, head of media sales at atmAd “Increasingly charities are becoming aware of the power of reaching the public through the ATM. And by promoting awareness campaigns, banks can ensure customers are kept informed of important messages.”