| Title | ADS FROM THE AFTERLIFE |
| Brand | ALS FOUNDATION NETHERLANDS |
| Product/Service | ALS FOUNDATION |
| Category |
B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
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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
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Credits
| Marcel Hartog |
Publicis |
Creative Director |
| Jeroen Van Zwam |
Publicis |
Creative Director |
| Olaf Van Gerwen |
|
Director |
| Lukas Göbel |
Unit |
Photographer |
| Steef Nijhof |
Publicis |
Art Director |
| 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 |
| Remco Roohée |
Starcom Mediavest Group |
Media Manager |
| George Goudsblom |
Starcom Mediavest Group |
Media Manager |
| Lex Noteboom |
Publicis |
Strategy |
| Marcella Beekman |
Publicis |
Account Manager |
| Edwin Leijen |
Publicis |
Interactive Developer |
| Kelly Wentink |
Publicis |
Interactive Developer |
| Lucas Simons |
Publicis |
Interactive Designer |
| Dave Fransen |
Publicis |
Designer |
| Barry Clarke |
Captcha |
Post Production |
Results and Effectiveness
Donations went up immediately, by 400% during the first month of the campaign (online donations via the donation tool on www.als.nl and direct donations for specific fundraising event)
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.
In terms of free publicity: media coverage on national news, the nation’s leading Late Night Show, tv-shows, all major newspapers, blogs and magazines.
Creative Execution
There is no advertising budget whatsoever, but dutch media operators make a joint effort. The campaign runs on tv and radio, outdoor, in cinemas, football stadiums, print, direct mail, and online, through bannering and even through deceased patients own Twitter accounts. All campaign items refer to a direct online donation tool on the Foundation’s website.
PR plays a crucial role to put this thought provoking campaign in the right perspective from the start. After the first participant lost his fight against ALS, the new campaign is launched on the national news. More tv-shows, blogs, magazines and all major newspapers publish reports, using footage from the film an photo featuring participating patients, friends and family as ambassadors.
Insights, Strategy and the Idea
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.
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.