Title	DEAD WOMAN STARTS TALKING
Brand	ALS FOUNDATION NETHERLANDS
Product/Service	PUBLIC SERVICE / AWARENESS, CHARITIES
Category	A01. Use of Screens
Entrant Company	PUBLICIS Amsterdam, THE NETHERLANDS
Advertising Agency	PUBLICIS Amsterdam, THE NETHERLANDS
Media Agency	CS DIGITAL MEDIA Amstelveen, THE NETHERLANDS
Production Company	PUBLICIS Amsterdam, THE NETHERLANDS

Name	Company	Position
Marcel Hartog	Publicis	Executive Creative Director
Jeroen van Zwam	Publicis	Executive Creative Director
Marcel Hartog	Publicis	Copywriter
Steef Nijhof	Publicis	Art Director
Wesley Bos	Publicis	Digital Director
Olaf van Gerwen	Cavia Amsterdam	Director
Dave Fransen	Publicis	Designer
Robin Schlösser	Studio de Keuken	Sound Engineer
Gertjan Hafkamp	Publicis	Strategy Director
Marcella Beekman	Publicis	Account Manager
Barry Clarck	Captcha	Colourist
Marcel Oudendijk	Captcha	Editor
Ineke Zaal	ALS Foundation Netherlands	Client supervisor
Inge Metz	ALS Foundation Netherlands	Client Supervisor
Gorrit-Jan Blonk	ALS Foundation Netherlands	Client Supervisor
Bas Bruinsma	CS Digital Media	Media operator
Remco Rohée	ViVaki Exchange	Media strategy
George Goudsblom	ViVaki Exchange	Media strategy

Brief Explanation

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.

Results and Effectiveness

Donations went up immediately, by 400% during the first month of the campaign. 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.

Creative Execution

Recently a media operator introduced the possibility of using video and sound on outdoor poster frames on train platforms. The general public is familiar with the ordinary ALS posters. Combining that with video, sound and kinetic technique we add extra attention and impact to the personal appeal of the participating patients who have already died. As if they are still here to keep an eye on us.

Insights, Strategy and the Idea

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. The outdoor posters featuring these campaign statements by patients who have already died, are well known throughout the country. We combined this perception with video and kinetic technique: when people approach the poster frames, the patients suddenly come alive and start talking, making their fundraising appeal even more personal.