This campaign is a perfect example when the story behind a heart breaking campaign is the most powerful factor. Publicis Amsterdam filmed and photographed 9 Dutch ALS patients to raise awareness of ALS and collect money for scientific research - not for themselves, because their campaign statements are aired after they have died. The campaign was launched on the national news and the nation's biggest talk show. During the following months all major newspapers and magazines published reports featuring the patients and their families as ambassadors. The ALS Foundation Netherlands has no campaign budget therefore it relied on free ad space to make it possible to run the campaign on TV, radio, in cinemas, online, via social media and in print. The campaign still continues, with each of the participants losing the fight against ALS.
So what is ALS?
ALS, also known as the Lou Gehrig's disease, is a disease of the nerve cells in the brain and spinal cord that control voluntary muscle movement and makes all your muscles stop working one by one. Almost nothing is known about the cause and the disease is incurable. On average, patients die about 3 years after being diagnosed.
The campaign has been recognised with numerous awards amongst them the Gold Direct Lion 2012 and the prestigious Grand Award at The New York Festivals.
Below is the case study including one of the TV spots - please watch it!!
[via adsoftheworld, Cannes Lions]