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ME/CFS South Australia Inc supports the needs of sufferers of Myalgic Encephalomyelitis, Chronic Fatigue Syndrome and related illnesses. We do this by providing services and information to members.


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Advertising campaign – the print version

Saturday 5 January 2008

CWSIn addition to its website (see earlier story), ninemsn’s advertising campaign for The Fix using the phrase “Celebrity Worship Syndrome” (“CWS”) has also been presented in print.

A member believes that there are deliberate similarities between CFS and “CWS” in the ad campaign. To quote our member:

The theme of the print advert is “Celebrity Worship Syndrome” saying:

Celebrity Worship Syndrome Is Real
*May be harmful to severe CWS Sufferers is looking for Australia's 10 most extreme cases of CWS are amongst the worst proponents of this insideous syndrome... It’s just sick. Do they not have any shame?

There is more that is a play on the syndrome on the second page of advertising and they also repeat some of the messages from the first page, and the logo. There is a play on the statistics of sufferers and is a ‘reference’ to msn as a ‘source’ on the second page advert.

I believe that this type of advertising does nothing for us [ME/CFS sufferers] and could even continue to be harmful in regard to public/media perception and CFS, if the connections with CFS and CWS are made.”

Judge for yourself. Here are scans of the two-page spread that appeared in the 17 December 2007 issue of New Weekly:

Click on an image to enlarge:

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