With in the program, we wanted to give the illusion that the page itself was extremely heavy and difficult to turn by placing a heavy piece of metal inside the page. This was to demonstrate how having ALS changes how people are able to do the simplest tasks. By only using the ad space of one small print ad, we were able to achieve maximum results since a program was placed on each and every chair at the dinner.

As a result, all 800 guests interacted with the ad which in turn led to the large reaction we were looking for. The weight of the page was very well concealed, so that when guests picked it up, they were surprised at the heaviness, which in turn led them to our ad. They were heard exclaiming with surprise throughout the banquet room. The total amount raised from the dinner was over $60,000.