Campaign details

Brand: Asha Ek Hope
Brand owner: NeuroGen Brain and Spine Institute
Lead agency: TBWA\ India
Country: India
Industries: Charities & voluntary organisations
Media channels: Direct marketing, Websites & microsites
Budget: Up to 500k

Executive summary

Five years ago, the Ice Bucket Challenge swept the world. It made people more aware of ALS, a degenerative disorder of the nervous system that leads to the gradual death of nerve cells in the brain and spinal cord, causing paralysis and leaving those afflicted incapable of speech.

There are 60 million patients living in isolation around the world, 3 million of which are in India.

While technological solutions like the Swiftkey sensor communicator built for Professor Stephen Hawking exist, they are expensive and inaccessible for most.