The organisation and the agency worked with a bike shop called Mottainai Cycles and a medal-winning paralympian cyclist, as well as neurologists, physiotherapists and people with multiple sclerosis to develop a bike that simulates the symptoms that MS sufferers face in their daily lives.
Among other devious changes, the bike's frame is bent and deliberately heavy, its gearing has been messed with, its wheels are not true, and its seat and handlebars are designed to inflict numbness and pain.
Paralympian gold medalist Carol Cooke is challenging athletes to ride the bike in MS Cycles, an upcoming charity event in Melbourne. The campaign website, www.thisbikehasms.com, details the ways the bike has been altered and allows people to sponsor the bike in the event.
Says Michael Knox, CCO and managing partner of Grey Group Australia: “This bike is a nasty piece of work. It totally sucks. We’re looking forward to seeing just how much money it can raise, how much pain it can inflict and how much closer it can get us to better understanding and treating multiple sclerosis."
Update, January 25: The bike received coverage on ABC news:
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