| Title | EYE CLICK DONATION |
| Brand | ALS LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
D08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
| Tom Berth |
Publicis Brussels |
Creative Director |
| Geert De Rocker |
Publicis Brussels |
Creative Director |
| Marc Richard Vander Heyden/Kermit Cota |
Publicis Brussels |
Creatives |
| Naïm Baddich |
Publicis Brussels |
Creative Technologist |
| Alexandre Simionescu |
/ |
Designer |
| Seb De Roover |
Publicis Brussels |
Head Of Digital |
| Jonas De Wit |
Publicis Brussels |
Account Manager |
| Tim Knapen |
De Indianen |
Development |
| / |
Visage Technologies Ab |
Face Tracking |
Brief Explanation
This organisation is fighting to stop and cure the terrible and mortal disease ALS.
Once you’re diagnosed with ALS, you’ll start dying little by little, until your heart and lungs give up 2-3 years later.
We created a typical donation site, eyeclickdonation.org, with one important difference: you can only use your eyes to navigate through the site.
Special face tracking software maps your head movement, allowing you to move the mouse cursor. The eyes are scanned too, allowing you to make mouse clicks.? With this website, we’re able to offer a tiny glimpse of what it’s like to live with ALS.
The Brief
With eyeclickdonation.org we created a direct link between the ALS Liga Belgium and our audience. Interaction with the site is based on the exact effects of ALS which gave visitors an idea of the difficulty of living with the disease. On top of that we made sure that the entire experience results in immediate donations which are so necessary for the ALS Liga Belgium.
Creative Execution
Since the ALS Liga is in constant need of funds, it was of key importance to create a direct link between the Liga and our audience to urge people to donate immediately. Not only that, we also made to sure to let people experience the disease for themselves as vividly as possible instead of just explaining it to them. Trying to explain something as horrifying as ALS can never do it justice, so even if we could only recreate a fraction of the experience the effect would be bigger immediately.
Results
Since the launch 11.517 Unique visitors experienced ALS in Belgium:
● 14.646 Pageviews
● 89,49% New sessions
● 3 minutes 18 seconds = average time on site.
● Raise of donations with 16% (and counting)
● Free national coverage on- and offline press
● International coverage on news sites and blogs
One Hero even donated €999.
And yet a cure has to be found…