Media > Product & Service
I HAVE ALREADY DIED
PUBLICIS, Amsterdam / ALS FOUNDATION NETHERLANDS / 2012
Awards:
Overview
Credits
OVERVIEW
Effectiveness
•Awareness of ALS rose from 62% to 81%.* •Willingness-to-give rose from 27% to 40% * * Market Research, validated, Dutch general audience, age 18+.• Donations rose 500% • More money for scientific research can be expected , as the campaign continues, as each of the 9 participating patients loses the fight against ALS.
Execution
Nine Dutch ALS patients were part of a special project. Under the watchful eyes of friends and family they participated in a film and photo shoot, to raise awareness of ALS and collect money for scientific research - not for themselves, because their campaign statements are aired after they have died.
To put this thought-provoking campaign in the right perspective ,the campaign was launched on the national news. Later that evening it was the main topic in the nation’s biggest talk show. In the following months all major newspapers and magazines published reports featuring participating patients and their loved ones as ambassadors.Although the ALS Foundation Netherlands has no campaign budget at all and depends on free ad space, the campaign ran on TV and radio, outdoor, in cinemas, via bannering, social media, a website and in print.
And it still continues, with each of the participants losing the fight against ALS.
Strategy
ALS, also known as Lou Gehrig’s disease, makes all of your muscles stop one by one. Little is known about the cause and the disease is incurable. On average, patients die about 3 years after being diagnosed.
It’s cynical, but this is the main reason why the pharmaceutical industry does not invest in scientific research.The campaign had to reach the general public, age 18+ (only 1,500 people in the Netherlands suffer from ALS, 500 pass away each year, 500 new cases get diagnosed).Given the facts that ALS is an unknown disease and the ALS Foundation Netherlands has no advertising budget at all, a confrontational strategy was chosen. Participating patients made campaign statements, which are aired after they have died. The ultimate proof that ALS is a merciless disease.
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