SUMMIT, N.J.--(BUSINESS WIRE)--The MS MindShift: A New View of MS initiative from Celgene Corporation (NASDAQ: CELG) and the Multiple Sclerosis Association of America (MSAA) is making its third stop at the Owl-O-Ween Hot Air Balloon Festival in Kennesaw, Ga., on October 18 and 19. At the festival, the MS MindShift “Brain Bulb” hot air balloon will take flight to raise awareness of multiple sclerosis (MS) and the importance of brain health for those living with the condition.
MS MindShift is a national initiative which aims to educate about the critical role the brain plays in the disease and what people living with MS can do to help keep their brain as healthy as possible, for as long as possible.
The MS MindShift Brain Bulb hot air balloon will be featured at Owl-O-Ween as a way to literally elevate the importance of having a “brain first” perspective in MS. Just as keeping a balloon in good condition keeps it soaring above the ground, shifting focus up toward the brain today could help change how people with MS live with the disease tomorrow.
The Owl-O-Ween Hot Air Balloon Festival is metro Atlanta’s largest hot air balloon festival and costume party. The MS MindShift experience at this event will give attendees the opportunity to learn more about the campaign first hand, encounter the Brain Bulb balloon up close, and take a lift in the tethered hot air balloon while gaining a new perspective on MS.
MS is a chronic and often debilitating disease that affects nearly 1 million people in the U.S. In MS, the immune system attacks the central nervous system – which includes the spinal cord and brain. Localized injury to the brain produces “lesions” which disrupt the flow of information from the brain to the body which may lead to symptoms and relapses.
“Brain lesions can cause damaged areas of the brain to not function properly. However, through an amazing process known as neurological reserve, other areas of the brain can step in and perform the tasks that part of the brain no longer can,” said Mitzi Joi Williams, M.D., a neurologist at Joi Life Wellness Group. “It’s important that people living with MS understand the role the brain plays in the disease, as well as the healthy choices they can consider to help maintain neurological reserve longer. This can potentially help keep them from experiencing MS symptoms early on in the disease.”
“We’re excited to partner with Celgene on the MS MindShift campaign to raise awareness of this critical topic within the MS community,” said Amanda Montague, Vice President of Education and Healthcare Relations, MSAA. “This initiative aligns with our mission to help improve the lives of people with MS by providing them with the resources and support needed to help manage their condition.”
“The MS MindShift initiative is an example of Celgene’s commitment to the MS community and to supporting those living with the condition by providing education and resources,” said Sheri Lydick, US Commercial Lead, Celgene. “Events like the Owl-O-Ween Hot Air Balloon Festival provide an opportunity to raise awareness about MS among a broader audience and elevate this important conversation.”
Celgene Corporation, headquartered in Summit, New Jersey, is an integrated global biopharmaceutical company engaged primarily in the discovery, development and commercialization of innovative therapies for the treatment of cancer and inflammatory diseases through next-generation solutions in protein homeostasis, immuno-oncology, epigenetics, immunology and neuro-inflammation. For more information, please visit www.celgene.com. Follow Celgene on Social Media: @Celgene, Pinterest, LinkedIn, Facebook and YouTube.
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