Celgene and the Multiple Sclerosis Association of America Bring MS MindShift Initiative and “Brain Bulb” Hot Air Balloon to Festival to Raise Awareness of Multiple Sclerosis and Brain Health

MS MindShift is a national initiative that provides a new perspective on MS and was launched in May ahead of World MS Day. The campaign 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 the Festival 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 change how people with MS live with the disease tomorrow.

The QuickChek New Jersey Festival of Ballooning is the largest summertime hot air balloon and music festival in North America. The MS MindShift experience at this event will give attendees the opportunity to learn more about the campaign first hand, see the Brain Bulb balloon up close, and provide a chance to take a “lift up” in the tethered hot air balloon while learning about 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.

“Damage from the inflammation caused by MS can lead to inefficient communication in the brain. A process known as neurological reserve allows the brain to tap into other areas not affected by MS to communicate and perform tasks the affected area no longer can,” said Krupa Pandey, M.D., multiple sclerosis neurologist at Hackensack Meridian Health Hackensack University Medical Center. “I encourage people living with MS to gain a better understanding of the importance of brain health, including how lifestyle changes may help maintain neurological reserve longer.”

“We’re excited to partner with Celgene on the MS MindShift campaign to raise awareness of this critical topic within the MS community,” says Amanda Montague, Vice President of Education and Healthcare Relations, MSAA. “This initiative aligns with our mission to help improve the lives of people living with MS by providing them with the knowledge and support needed to help manage their condition.”

“Celgene is committed to providing education, resources and tools that help support the MS community and those living with the disease,” said Terrie Curran, President, Global Inflammation and Immunology, Celgene. “Through the MS MindShift, we hope to bring this new perspective on brain health directly to the community to elevate this important conversation.”

People with MS and those who support them can learn more about the campaign at MSMindShift.com, and join the online community on Facebook for more information about the MS MindShift events.

About Celgene

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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