Let’s Beat MS – “Blurfie”

Let’s Beat MS – “Blurfie”



We crafted a simple term and a profile picture filter to raise awareness of Multiple Sclerosis in Pakistan.


National TV coverage

Organically published in multiple tabloids, magazines and

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When it comes to basic healthcare, Pakistan lags behind as compared to the world standard. It is a stark problem where awareness of brain-related diseases is concerned, as they are often confused as mental health issues, a taboo for most Pakistanis. Let’s Beat MS needed a strong idea to build awareness of Multiple Sclerosis in the country.

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Through Let’s Beat MS, we reached out to celebrities, social influencers on Instagram and Facebook, and started a photography-based movement to commemorate World MS Day, celebrated annually on 30th May.


We coined the term Blurfie – a blur selfie, which is how most MS patients see the world. The #Blurfie movement gained momentum with photos shared by celebrities, some of their fans, and sparked national interest when Iman Aly shared hers on Instagram.

Iman Aly’s Blurfie and symptoms of MS were spread across newspapers, magazines and online news portals, unpaid. It took one blur photo by the right person to spread awareness for a rare autoimmune disease.





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