ALS Foundation Netherlands: I have already died
Publicis
Background
ALS is an incurable and deadly disease. In the Netherlands many people are unaware of the disease and its impact. The ALS Foundation Netherlands, has never succeeded to break through the clutter before. So, the objective of the creative work was to make more people aware of this unknown disease, increase willingness-to-give and to increase donations.
The strategy was based on confronting people with the fatal destiny of the patient. Patients were asked to make statements, which are aired after they have died. The impact of the campaign is based on...