Title	DEAD WOMAN STARTS TALKING
Brand	ALS FOUNDATION NETHERLANDS
Product/Service	PUBLIC SERVICE / AWARENESS, CHARITIES
Category	A03. Use of Exhibitions and Installations
Entrant Company	PUBLICIS Amsterdam, THE NETHERLANDS
Advertising Agency	PUBLICIS Amsterdam, THE NETHERLANDS
Media Agency	VIVAKI EXCHANGE Amsterdam, THE NETHERLANDS
Media Agency 2	STARCOM MEDIAVEST GROUP Amsterdam, 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

The Brief

ALS is a deadly disease, making your muscles stop one by one. 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. Main objective is to give the general public the opportunity to donate for specific fundraising activities or research projects.

Campaign Success

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. Like angels on a sales mission, the deceased participants make a personal appeal to continue their fight. As if they are still here to keep an eye on us. The outdoor posters featuring campaign statements by patients who have already died, are wellknown 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Donations went up by another 400% during the first start of the campaign (although the campaign also ran in different on and offline media). 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.

Explain why the method of promotion was most relevant to the product or service

Patients recorded campaign statements, direct fundraising appeals, to be aired after they have died. By now, people in in the Netherlands do know about the disease and are willing to give. (As a result of the campaign I have already died, awareness has risen to 89% and willingness-to-give to 46%, data by MWM2, dutch market research agency of the year 2012). - More money for scientific research is needed, as the cause of this merciless disease is still unknown - People in the Netherlands are used to see the ‘normal’ outdoor posters. By adding video and kinetic technique we created extra impact, making the personal fundraising appeals even more direct.