| Title | ADS FROM THE AFTERLIFE |
| Brand | ALS FOUNDATION NETHERLANDS |
| Product/Service | ALS FOUNDATION |
| Category |
D01. INTEGRATED CAMPAIGN LED BY DIRECT MARKETING |
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Entrant Company
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PUBLICIS Amsterdam, THE NETHERLANDS
|
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Advertising Agency
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PUBLICIS Amsterdam, THE NETHERLANDS
|
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Media Agency
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STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Marcel Hartog |
Publicis |
Associate Creative Director |
| Jeroen Van Zwam |
Publicis |
Associate Creative Director |
| Steef Nijhof |
Publicis |
Art Director |
| Olaf Van Gerwen |
|
Director |
| Lukas Göbel |
Unit |
Photographer |
| Dave Fransen |
Publicis |
Designer |
| Robin Schlösser |
Studio De Keuken |
Sound Engineer |
| Francisco Rodriguez Bouzas |
Post Office |
Editor |
| Mats Wilke |
Publicis |
Junior Creative |
| Ruben Van Dijk |
Publicis |
Junior Creative |
| Bianca Van Den Boogaard |
Publicis |
Stategy Director |
| George Goudsblom |
Starcom Mediavest Group |
Media Manager |
| Remco Roohée |
Starcom Mediavest Group |
Media Manager |
| Marcella Beekman |
Publicis |
Account Manager |
| Lex Noteboom |
Publicis |
Strategy |
| Lucas Simons |
Publicis |
Interactive Designer |
| Dave Timmermans |
Publicis |
Interactive Developer |
| Edwin Leijen |
Publicis |
Interactive Developer |
| Kelly Wentink |
Publicis |
Interactive Developer |
| Barry Clarke |
Captcha |
Post Production |
The Brief
ALS is a deadly disease, making your muscles stop one by one. Three years ago the ALS Foundation Netherlands started a special project. Patients made campaign statements, which were aired after they had already died. As a result, awareness of ALS has risen to 89%. Donations doubled. But as the cause of this merciless disease remains unknown, more money for scientific research is needed.
Two target groups are divided:
- Family and friends of patients suffering from ALS
- General audience
Main objective is to give the general public the opportunity to donate for specific fundraising activities or research projects.
Creative Execution
Patients recorded campaign statements, direct fundraising appeals, to be aired after they have died. Not for themselves, but for all others suffering from ALS. Personal appeals to make a donation, promoting specific fundraising activities:
- By now, people in in the Netherlands do know about the disease and are willing to give. (As a result of the campaign I have already died, awareness has risen to 89% and willingness-to-give to 46%, data by MWM2, dutch market research agency of the year 2012).
- More money for scientific research is needed, as the cause of this merciless disease is still unknown.
Describe the creative solution to the brief/objective.
Time to take this thought provoking campaign one step further. A new group of patients recorded campaign statements, which were aired after they have passed away. And now their confrontational message is even more direct.
Like angels on a sales mission, the deceased participants make a personal appeal to continue their fight. Promoting specific fundraising activities. Knowing details about future events, locations and dates. As if they are still here to keep an eye on us.
The campaign runs in various media. TV-shows, magazines and all major newspapers published reports, featuring participating patients and their loved ones as ambassadors.
Results
Donations went up immediately, by another 400% during the first month of the campaign.
And until a solution against ALS is found, more money can be expected, when more participating patients will pass away and make a personal fundraising appeal from the afterlife.
The result is a net result, because there is no marketing budget whatsoever and all parties involved work on a pro bono basis.