EYE CLICK DONATION

Bronze Eurobest

Case Film

Presentation Image

TitleEYE CLICK DONATION
BrandALS LEAGUE
Product/ServiceNON-PROFIT ASSOCIATION
Category A10. Innovative Use of Technology
Entrant Company PUBLICIS BRUSSELS, BELGIUM
Advertising Agency PUBLICIS BRUSSELS, BELGIUM
Credits
Name Company Position
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

Creative Execution

The muscles responsible for eye movement are usually spared until the final stages of ALS. So 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.

More than 4500 people experienced what it's like to have ALS in first 2 weeks. Raise of donations with 8% (and counting) National and international coverage in news + blogs Site of the day on FWA (7th June 2015)

Amyotrophic lateral sclerosis, or ALS, is a rare neurological disorder that causes the degeneration of motor neurons. The terrible end result is muscle weakness and atrophy throughout the body. The brain’s ability to control muscle movement is lost. In other words, ALS patients endure an extended, painful struggle. And they do so fully conscious: as their muscles paralyse, patients become increasingly imprisoned in their own bodies. Once a patient is diagnosed, the doctor instructs them on how to die. That’s because currently, there is no known cure for ALS. Besides a call to donate for research, we need to raise awareness about the effects of this disease. With this campaign website, we wanted to open people’s eyes – literally – by experiencing the paralysing effects of ALS first hand. To really feel the helplessness of not being able to use all of your muscles.