| Title | EYE CLICK DONATION |
| Brand | ALS LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
| 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 |
The Brief
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.
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.
With eyeclickdonation.org we aimed to create a long-running tool which can be used internationally by the ALS Liga worldwide for fundraising. It’s not just a campaign, it’s a way of communicating on a more emotional level about a devastating disease.
Where it doesn’t take away the need for traditional campaigns to create awareness for ALS and the ALS Liga, it’s the perfect follow-up to make the message stronger and more captivating. Above all, it’s the only tool to date which makes the disease truly understandable.
And this shows in the results, since the launch 11.517 Unique visitors experienced ALS in Belgium:
● 14.646 Pageviews
● 89,49% New sessions
● 3 minutes 18 seconds = average time on site.
● Raise of donations with 16% (and counting)
● Free national coverage on- and offline press
● International coverage on news sites and blogs
One Hero even donated €999.
And yet a cure has to be found…