ADdicted: A&W's Easy Way to Fight MS

To fight MS, would you rather run, bike, walk... or eat a hamburger?

That's the simple question A&W Canada asks in its brilliant campaign, created by Rethink.

(The creative is intentionally busy, likely because science has proven that your brain loves a good puzzle... so while it will likely take your brain a few seconds to work out what you're seeing and what it means, the payoff is definitely worth it.)

Multiple sclerosis (MS) is a devastating, unpredictable disease that affects the body's central nervous system: it disrupts the flow of information within the brain and between the brain and the rest of the body. You don't need a medical degree to understand that's not good.

The causes are unknown. And there isn't a cure.

But scientists are working to find one. That requires funding, which is why organizations like Multiple Sclerosis Canada partner with companies like A&W to raise awareness and money.

I have never run a marathon, and it's not on my bucket list.

I don't even own a bike.

But I eat hamburgers more often than I care to admit.

And A&W's campaign tells me that if I participate in Burgers to Beat MS and buy an A&W Teen Burger on August 20th, my love of burgers can do more than increase my weight: it can give me an easy way to help fight MS.

That's a win in my books.