Title	ADS FROM THE AFTERLIFE
Brand	ALS FOUNDATION NETHERLANDS
Product/Service	ALS FOUNDATION
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	PUBLICIS Amsterdam, THE NETHERLANDS
Advertising Agency	PUBLICIS Amsterdam, THE NETHERLANDS
Media Agency	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS

Name	Company	Position
Marcel Hartog	Publicis	Creative Director
Jeroen Van Zwam	Publicis	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
Ruben Van Dijk	Publicis	Junior Creative
Mats Wilke	Publicis	Junior Creative
Bianca Van Den Boogaard	Publicis	Stategy Director
Remco Roohée	Starcom Mediavest Group	Media Manager
George Goudsblom	Starcom Mediavest Group	Media Manager
Marcella Beekman	Publicis	Account Manager
Lex Noteboom	Publicis	Strategy
Lucas Simons	Publicis	Interactive Designer
Edwin Leijen	Publicis	Interactive Developer
Kelly Wentink	Publicis	Interactive Developer
Dave Timmermans	Publicis	Interactive Developer
Barry Clarke	Captcha	Post Production

The Campaign

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. The campaign runs in various on- and offline media. PR plays a crucial role in putting this confrontational approach in the right perspective from the start, featuring participating patients and their loved ones as ambassadors: - The campaign is launched on the national news. - The nation’s leading leading talkshow runs an item - More tv-shows and nearly all major blogs, magazines en newspapers publish reports on the campaign and the fight against ALS. - The webcare team monitors the discussion on social media 24/7 and joins if necessary. It works. One month later donations went up by 400%, and until there is a solution, more money can be expected, as more patients will pass away and make a personal appeal to continue their fight.

The Brief

Research by MWM2 (Dutch Market Research Agency of the year 2012) shows that due to the campaign ‘I have already died’ awareness of ALS has risen to 89%, and willingness-to-give to 46%. Although donations have doubled, the cause of ALS is still unknown and 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. Time to take this thought provoking campaign one step further and focus on actual fundraising.

Results

6) Documented results Website visits have risen by 325% Donations have increased by another 400% (donations via the donation tool on www.als.nl and direct donations for specific fundraising events). The result is a net result, because there is no marketing budget whatsoever and all parties involved work on a pro bono basis. 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.

Execution

After the first participating patient, Gerrit Groeneveld, dies on November 11th 2013 the campaign starts. PR plays a crucial role to put this confrontational approach in the right perspective from the start. - The campaign is launched on the national SBS news - Later that evening the nation’s leading talkshow brings a special item on the campaign. - Gerrit’s own Twitter account is one of the used media channels. After his death Gerrit starts tweeting fundraising messages. A group of Dutch celebrities sympathizing with the ALS Foundations retweet his messages from the afterlife. - The first days the Foundations webcare team monitors the discussion on social media 24/7, joining the debate if necessary. - The following days more tv-shows, and nearly all major blogs, magazines and newspapers publish reports on the campaign, featuring participants and their loved ones as ambassadors.

The Situation

ALS or amyotrophic Lateral Sclerosis is an incurable disease of the nervous system, that makes your muscles stop one by one. On average patients die three years after being diagnosed. 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% and willingness-to-give to 46% Donations doubled. But as the cause of this merciless disease remains unknown, more money for scientific research is needed.

The Strategy

A new group of patients recorded campaign statements, which were aired after they have passed away. And now their confrontational message is even more compelling. Like angels on a sales mission, the deceased participants make a personal appeal to continue their fight against ALS. Promoting specific fundraising activities, mailpacks and research projects. And there’s something else. They will know details about future events, locations and dates. As if they are still here to keep an eye on us. The campaign runs in various on- and offline channels, including free publicity in press media, featuring participants, friends and family, giving background information about ALS, the campaign and their motivation to participate.