This isn’t a new campaign, it was launched last year in the Netherlands. It is the perfect example when a story behind a campaign is the most successful factor.
It is from the ALS Foundation. Amyotrophic lateral sclerosis (ALS) is a disease of the nerve cells in the brain and spinal cord that control voluntary muscle movement. ALS is also known as Lou Gehrig’s disease.
Publicis, the agency behind the campaign, filmed and photographed 9 people suffering from the disease. They publish the material after the death of each patient. It’s the tagline: “I Have Already Died”.
Until now three people are actually deceased.
The campaign reached two important goals. The disease was unknown to the general public until the launch of the campaign. It gets massive media attention.
And donations went up by 500%.
I’ve seen almost all media coverage and I’m sure that was the most important factor of the success. ALS became an important spot on the health map.
Below the case study. More campaign items after the break.
The three campaign videos (in Dutch). Six others to follow…
Stichting ALS Nederland
Director: Olaf van Gerwen
Account: Marcella van Holten, Michiel van der Linden
Creation: Marcel Hartog, Jeroen van Zwam
Design: Dave Fransen
Photography: Lukas Göbel
Sound: Robin Schlösser, Studio De Keuken
Strategy: Gert Jan Hafkamp