Title	EYE CLICK DONATION
Brand	ALS LEAGUE
Product/Service	NON-PROFIT ASSOCIATION
Category	B01. Digital Design
Entrant Company	PUBLICIS BRUSSELS, BELGIUM
Advertising Agency	PUBLICIS BRUSSELS, BELGIUM

Name	Company	Position
Tom Berth/Geert De Rocker	Publicis Brussels	Creative Director
Marc Richard Vander Heyden/Kermit Cota	Publicis Brussels	Creation
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
Evy Reviers	Als Liga	Client Contact

Brief Explanation

ALS, or amyotrophic lateral sclerosis, is a deadly disease which slowly and gradually attacks your body's muscles. This results in difficulty speaking, swallowing, and eventually breathing. ALS Liga Belgium is there to support ALS patients and their relatives through education and the funding of research. As such, it’s of vital importance to them to keep up a constant stream of donations.

The Brief

Ever since the Ice Bucket Challenge, a lot of people have heard about ALS. But still, actually understanding what it does to your body and how it affects you remains extremely difficult. So the ALS Liga Belgium wanted to give people a better understanding of what the disease does to your body. Next to that the ALS Liga Belgium feels the constant need for funds so we had to create a way for people to support the Liga whilst experiencing those devastating effects of ALS.

How the final design was conceived

Our design process started from the perspective of an ALS patient. We wondered how they would have to do it if we asked them for a donation. They would need specific hardware and software to control a computer with their eyes, one of the last parts of your body to shut down. So we designed an intuitive website that lets visitors experience how hard it is to do something simple as using a computer when you have ALS. Something you would otherwise do continuously throughout the day. With face tracking we could make the cursor move. The eye tracking detection makes clicks possible when closing the eyes. The process is meant to be difficult, that’s why when using your mouse or trackpad an alert window pops up when you try to make it easier. But to make sure we don’t lose any donations, it gives you the choice to skip the hard part of having ALS and make a donation directly or more easily. We tested eyeclickdonation.org with Als Liga president Danny Reviers, an ALS patient himself. He could make a donation with ease. Unlike his other colleagues who had more difficulties to cope with the new cursor.

Indication of how successful the outcome was in the market

The resulting website eyeclickdonation.org creates a strong interaction with its visitors by installing an unusual way to navigate the site. The specific movements required to use this website are a strong indicator of the everyday difficulties people with ALS encounter. Instead of merely explaining the effects of this disease, we gave people not only a more interesting way to understand it (and donate to fight it) but also a better insight in how it directly affects patients. And for an organisation als the ALS Liga Belgium it’s paramount that people have a clear idea of what ALS does. Because if you don’t know something, how can you care about it? And if you don’t care about it, you’re definitely not going to support their cause.