| Title | EYE CLICK DONATION |
| Brand | ALS LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
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 |
Brief Explanation
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.
Our idea started from the perspective of an ALS patient and how they interact with the outside world. For example, they require specific hardware/software to control a computer with their eyes, one of the last parts of their body to shut down. To make this clear, we created a platform which allowed people to interact with their computer in the same way ALS patients have to.
Results and Effectiveness
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…
Creative Execution
Without a dedicated media budget, we put all our efforts in the development of the website. Following the successful launch of the website we got traffic through both national and international press coverage. Within Belgium we were featured in both on- and offline press, on an international level we featured on online news portals and blogs.
Insights, Strategy and the Idea
Our audience knows ALS, that’s not our problem. The problem is the fact that it’s such a difficult disease to understand, to truly captivate what it does to you. We reached our audience through the only way that would allow us to tell our story in the most vivid way: the online platform eyeclickdonation.org.