Three years ago the ALS Foundation Netherlands started a special project. Patients made campaign statements, which were aired after they had already died. As a result, awareness of ALS has risen to 89%. Donations doubled. But as the cause of this merciless disease remains unknown, more money for scientific research is needed.

Time to take this thought provoking campaign one step further. A new group of patients recorded campaign statements, which are aired after they have passed away. And now their confrontational message is even more direct, promoting specific fund raising activities, like angels on a sales mission.

A new group of patients recorded campaign statements, which are aired after they have passed away. And now their confrontational message is even more direct, promoting specific fund raising activities.

When campaign participant Gerrit Groeneveld dies, his campaign statements run in various media. Starting with his own Twitter Account:

Hi, I have already died of ALS. Continue my fight. 5-30 start Tour du ALS. Become a sponsor: als.nl #daretoaskformoney.

Gerrit’s tweets from the afterlife become Dutch Top Tweet right away. No wonder:

- this is a dead man tweeting

- making a personal appeal

- knowing details about future events, as if he ‘s still here to keep an eye on us

- using Twitter for fundraising

- adding the hashtag daretoask. For money, to be precise. #daretoask is used to get answers from the Dutch Twitter community on almost any question. Until this point, it had not been used to ask for donations.

Donations went up by another 400% during the first start of the campaign (although the campaign also ran in different on and offline media).

And until a solution against ALS is found, more money can be expected, when more participating patients will pass away and make a personal fundraising appeal from the afterlife.

The result is a net result, because there is no marketing budget whatsoever and all parties involved work on a pro bono basis.