Immersive experiential initiative highlights empathy, resilience, and advocacy for over 2 lakh MS patients in India
National, August 28, 2025: Roche Pharma India, in collaboration with the Multiple Sclerosis Society of India (MSSI), has launched a powerful public health awareness campaign titled ‘Walk In My Shoes’ to transform how people perceive and engage with complex health conditions. The campaign places empathy at the center of healthcare communication, focusing on the invisible struggles of people living with Multiple Sclerosis (MS)—an auto-immune disorder of the central nervous system that affects over 2 lakh people in India.
Through immersive experiential marketing, digital outreach, and stakeholder engagement, the campaign invited citizens to “step into the shoes” of an MS patient. Multi-city activations included simulation booths in malls, corporate parks, and public spaces, where participants experienced common MS symptoms such as blurred vision, muscle weakness, fatigue, mobility challenges, and tingling sensations.
The campaign adopted a 360° integrated strategy, blending experiential storytelling, influencer partnerships, employee advocacy, and digital-first outreach. Key elements included:
Collaborations with content creators and social influencers to amplify authentic patient stories.
A dedicated microsite hosting patient journeys, expert videos, and community resources.
Employee engagement kits to drive internal advocacy.
On-ground activations involving the medical community, advocacy groups, and media.
Powerful campaign films showcasing the lived realities of MS patients.
The initiative achieved remarkable results: over 10.2 lakh video views, 12,000+ active engagements, 458 million earned media reach, and 1.36 billion impressions, alongside 4,500+ visitors across three cities experiencing the campaign booths firsthand.
Commenting on the success, Roche and MSSI highlighted how ‘Walk In My Shoes’ has set a new benchmark in healthcare communications, not only raising awareness but also sparking conversations around empathy, inclusion, and systemic change.
By weaving together digital, experiential, and community-driven touchpoints, the campaign positioned MS not just as a medical condition but a lived reality, inspiring greater societal understanding and advocacy for those affected.
About Roche Pharma India
Roche Pharma India is committed to advancing healthcare through innovative medicines, patient-centric initiatives, and partnerships that improve access and awareness across therapeutic areas.
About Multiple Sclerosis Society of India (MSSI)
MSSI is a patient-driven non-profit organization dedicated to supporting people with Multiple Sclerosis through advocacy, care initiatives, and awareness campaigns across India.
