In a space full of loud pharma voices, Genentech did something different. We stayed quiet and listened to what the MS community was really saying. They didn’t want another brand message. They wanted to be heard.
MS for Real started with a simple goal: show up, shut up, and listen. No scripts or filters, just real conversations with real people at 29 MS walks, connecting with over 65,000 along the way.
What we heard shaped everything because change doesn’t start with a message, it starts with listening.
The community was talking. Someone finally listened.
One conversation. Thousands of voices. Millions listening.
What started as a moment of listening turned into a movement. MS for Real gave the community space to speak and the world showed up to hear it. With over 3 million views and counting, the conversation is still going, creating not just awareness, but a powerful introduction to Genentech as a company willing to show up differently. Because real change started by listening, and never stopping.