SPECIAL TO THE HERALD PRESS -- AL FERREIRA PHOTOGRAPHY, LTD. Michael Demers and his 9-year-old daughter Maddie.

Michael Demers and his 9-year-old daughter Maddie will be featured in the first set of MS national ads aimed at creating awareness and encouraging others to join in the fight against MS.

For Demers, who was diagnosed with MS seven years ago at the age of 36, the challenges of dealing with the debilitating disease which affects the central nervous system are overshadowed by his daughter’s tenacity and dedication.

"My daughter is great, she’s had to step up because of what I’m dealing with and has done it wonderfully," Demers said."When I was first diagnosed I was angry, but I believe that everything happens for a reason. I’m not afraid to talk about it, and I’m excited about this ad campaign and bringing more awareness."

A regular volunteer at his daughter’s school, Demers was delighted to participate in the ad campaign.

"When I was approached I was honored,"Demers said. "People remember what they see.I hope, as a result of this campaign, people will remember my face, and also that of my daughter, the face of one devoted to the cause."

 

Karen E. Butler, director of media relations, believes the Demers family is courageous to make their lives an open book to help raise awareness about MS. According to Butler, it was after Maddie came to her attention when she was invited to share her experiences and give personal testimony about her father to members of an audience of over 1,400, bringing tears to the eyes of many.

"I saw the way her father looked up at her from the crowd with so much pride," Butler said. "He’s so proud of his daughter, and positive and focused on what he can do instead of what he can’t."

According to Butler, the society has shied away in the past from showing the mass audience the debilitating effects of MS, but these ads will have a different look.

"These ads will show people in various stages of MS," Butler said. "For example, Michael Demers’ speech has been affected by MS and he’s already done audio PSAs and video PSAs. We want to show people in various stages of MS. For some people it’s very difficult."

Demers hopes that the ads will also make it real for people in the community."We’re hoping that that by putting a face to MS it becomes real," Demers said."I believe my daughter and I will make an impact. For a 9 year old, she is ahead of her time."

The campaign is set to begin in early April and will include billboards, radio and television PSAs, newspaper ads, posters, brochures, billboards and bus tail advertisements.

Butler is hoping that the ads have a long term affect on the community.

"Our goal is to help raise awareness, and localize the fight. We want people to realize that there are people with MS who are neighbors. And we really want people to join in and get involved in the MS fight for the long haul."

For more information on the Greater Connecticut Chapter ad campaign, please contact Karen E. Butler at (860) 953-0601, ext. 230.

To learn more about joining in the fight against MS go to www.ctnmss.org.