NMSS Invites Communities Across the UAE to “Carry It Forward” This World MS Day

In the lead-up to World Multiple Sclerosis Day on 30 May, the National Multiple Sclerosis Society (NMSS) is partnering with cafés across the UAE for ‘Carry It Forward,’ a community campaign designed to raise awareness around multiple sclerosis (MS).

Running across more than 30 participating cafés on 30 and 31 May, the activation is centered around increasing understanding of MS, a neurological condition that affects the central nervous system and can impact movement, vision, and daily life. In the UAE, studies estimate that 19 out of every 100,000 people are living with MS, with many diagnosed during early adulthood.

Through the café activation, NMSS aims to bring conversations around MS into familiar community spaces and everyday routines, helping communities better understand and support people living with the condition.

As part of the campaign, café visitors may receive complimentary or discounted coffees as part of a chain of kindness initiated by NMSS. Participating cafés will then encourage customers to continue the gesture for someone else, while also inviting them to learn more about MS - and the experiences of people living with it - through the activation.

Members of the public are encouraged to share their moments from the activation on social media using #WorldMSDay and #MSSocietyUAE, and tag @nmssocietyuae to help spread the conversation around MS across the UAE.