MSWA expands “Life Not Limits” campaign via The Brand Agency with inspiring new stories

MSWA, a leading provider of support and services for Western Australians living with neurological conditions, has expanded its impactful “Life Not Limits” brand campaign with new stories showcasing the resilience and determination of the individuals it serves. Building on the successful November 2023 launch, this phase, developed in partnership with The Brand Agency, further emphasises MSWA’s commitment to empowering people to live life to the fullest.

“Life Not Limits” isn’t just a tagline; it’s the embodiment of MSWA’s people-centric approach, uniting over 1000 employees across Western Australia in their shared purpose. The campaign showcases authentic stories of partnership between MSWA and the individuals they serve.

The campaign features inspiring individuals like Holly, who conquers mountains and bush trails despite living with multiple sclerosis, and Hank, who expresses himself powerfully through art and portraiture. “These powerful stories truly capture the spirit of ‘Life Not Limits’,” says Belinda Sherry, Brand and Campaign Marketing Manager at MSWA. “We believe in empowering individuals to defy limitations and live fulfilling lives. This campaign breaks down stereotypes associated with those living with a neurological condition, in that not all symptoms of neurological conditions are visual, while celebrating the incredible resilience of the human spirit.”

The Brand Agency pushed the creative boundaries of the original campaign, carefully selecting Holly and Hank’s stories for their surprising and unexpected elements.

“We wanted to move the visuals forward,” explains Natalie Woloszyn, Account Director at The Brand Agency. “Partnering with Director Armand De Saint-Salvy from SupaFlr allowed us to bring these stories to life in a visually compelling way.”

Further amplifying the campaign’s message of authentic self-expression, MSWA commissioned a bespoke art piece from Hank, which has been transformed into a mural on West Coast Highway in Scarborough during the peak summer months. This outdoor activation is part of a broader integrated media strategy encompassing screens, audio, out-of-home advertising, social media, and strategic partnerships.

Credits
MSWA
Chief Experience Officer, Tony Millar
General Manager – Brand, Experience and Community, Debra Packer
Brand and Campaign Marketing Manager, Belinda Sherry
Senior Marketing Officer, Bonny French
Marketing Officer, Vanessa Paredes

The Brand Agency
Creative Director, Steve Straw
Senior Art Director, Ellen Treharne
Head of Design, Dan Agostino
Senior Designers, Kiara Mcilroy, Luke Lucas
Finished Artist: Julian Farnan & Nicola Commons
Senior Producer, Courtney Reid
Strategy Director, Emma Ridley
Business Director, Brendon Lewis
Account Director, Natalie Woloszyn
Account Executive, Alex Crouch

Media
Head of Media and Analytics, Ang Naaykens
Senior Media Planner, Luke Marsala
Media Technology Director, Ashleigh Sligo
Senior Media Technologist, Lorna Bagnall

Production
Production Company, SupaFlr
Executive Producer, Hollie Gibson
Director, Armand De Saint-Salvy
Photography, Mauro Palmiero