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Merck KGaA, Darmstadt, Germany, and Twitch Join Forces to Connect People Living with MS 

28/05/2020
Experiential Marketing
New York, USA
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Merck KGaA, Darmstadt, Germany, and Twitch collaborate on World  MS Day to increase understanding of the impact of multiple sclerosis 

Merck KGaA, Darmstadt, Germany, a leading science and technology company, today announced an innovative collaboration with Twitch, the world's leading service and community for multiplayer entertainment, focused on raising global awareness and understanding of the impact of multiple sclerosis (MS). 

Recent research by MS Society UK suggests that three in five people with MS experience loneliness as a direct result of their condition. To challenge social barriers that can lead to loneliness and isolation, celebrate support networks and build community connection, the official theme for World MS Day 2020-2022 is MS Connections. World MS Day, launched by the Multiple Sclerosis International Federation (MSIF) and its members, is recognised on May 30th each year and spotlights the unseen impact of MS around the world. 

Through an eight-hour World MS Day livestream event with Twitch influencers and special guests, including Luke Thomas, Director of Fundraising and Engagement at MSIF, Dr. Wallace Brownlee, MS Specialist Neurologist at the National Hospital for Neurology and Neurosurgery in London, England, and three people living with MS, the two companies will virtually connect people affected by the disease and raise awareness of MS to help fight stigma associated with the disease. The livestream will also be used as a platform to raise funds for MSIF. 

“As a company we are relentlessly focused on understanding MS from the inside out, and that curiosity drives everything we do,” said Andrew Paterson, head of Neurology and Immunology at Merck KGaA, Darmstadt, Germany. “We know there is more to MS than the physical impact of the condition. Having a chronic disease like MS can lead to significant social barriers, which are likely being amplified since the emergence of Covid-19. At the same time, modern technology has made it easier than ever for people to connect. Online activities like gaming are increasingly used as ways to connect and socialise virtually, creating a sense of community. We are hopeful that this innovative collaboration with Twitch will connect people living with MS in a new way.” 

Merck KGaA, Darmstadt, Germany, has announced that they will donate €1 (up to €50,000) to MSIF for every re-share of posts published to their social channels, including the @EMDSerono Twitter handle, on World MS Day, using the hashtags #MSConnections and #MSInsideOut. The funds from both the social media retweets and the Twitch livestream will go towards MSIF`s Informed Decision Making program which helps create digital resources that connect communities around the world so that people with MS have access to the best possible information, for free, and can make informed choices about their health and lives. 

Twitch, with 1.5 million tuning in at any given time and 15 million daily average users, continues its history of company-driven and community-driven charity initiatives. Since 2011, the Twitch community has raised over $200 million in donations for various causes. 

“More than ever before, people are turning to Twitch to seek not only entertainment, but also connection and community,” said Nathan Lindberg, regional VP of sponsorship sales at Twitch. “We are proud to not only connect people with MS, but also raise awareness and understanding about the condition.” 


To watch the livestream, log on to Twitch from 12pm/noon EST on May 30th: 

  • Noon – 2pm EST: YogsCast with Luke Thomas, Director of Fundraising and 

Engagement at MSIF, discussing World MS Day and MSIF`s Informed 

Decision Making program, and Eddie, living with MS 

  • 2 – 4pm EST: NickEh30 with Dr. Wallace Brownlee, MS Specialist 

Neurologist at the National Hospital for Neurology and Neurosurgery in 

London, England, discussing the basics of MS 

  • 4 – 6pm EST: BrookeAB with Trishna, living with MS, discussing the 

importance of staying physically active 

  • 6 – 8pm EST: Swiftor with MS gamer Hamish, discussing how platforms like 

Twitch can help connect people 

Highlights will also be shown here


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