| Title | SECOND HAND |
| Brand | ALS LIGA |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Idea Creation
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Production
|
CZAR Brussels, BELGIUM
|
Credits
| Eva De Jonckheere, Catheline Leroy, Tom Berth, Geert De Rocker, Koen Mortier |
Publicis Brussels |
Creatives |
The Campaign
People from all over Belgium use the second hand platform 2dehands.be on a daily basis. Most people sell items because they become redundant or because they want to try something new. Unfortunately for some people it’s not that simple. Some people just can’t use their stuff any longer. They have to stop doing what they loved to do for years. We’re talking about people who suffer from ALS. That’s why we launched the platform 2dehandsvoorals.be. Via this platform, people were able to buy items from ALs patients and sell their own personal items.
Creative Execution
The entire campaign kicked off June 20th via an emotional 45” TV commercials, impacting 30” radio spots and banners on “2dehands.be”, all leading towards the platform www.2dehandsvoorALS.be. People were stimulated to purchase items from the 5 ALS patients appearing in the campaign. Items they can unfortunately no longer use. Frederik had to sell his toolbox because his arms are paralyzed, Angie had to sell her snowboard as she can no longer practice here winter passion... We also stimulated people to sell their own personal items and to donate this revenue to the ALS league. The campaign was supported by huge PR reach via TV and newspapers.
Results
The campaign ran during one week on national TV and radio and benefitted from an impressive PR reach. It appeared not only during national news on television, but also in many national newspapers. This resulted in a huge increase in awareness of ALS by the general public.
Every single item of the ALS patients who participated was sold and more than 100 items were offered for sale on the platform by the general public.
Via the platform www.2dehandsvoorALS.be , we brought buyers and sellers (ALS patients) together. To increase the stopping power, the items from the ALS patients all had an emotional description why they were sold. This resulted in selling all of their objects.
We communicated on a one-to-one base via the newsletter from 2dehands.be (ca. 1 million contacts) and via online bannering with the ALS patients as the main actors.
ALS is a rather rare disease. In Belgium, only circa one thousand people are affected by this disease. So raising awareness is rather challenging. It should therefore be linked to a topic relatable for people who don’t suffer from ALS. They are the ones who need to be made aware. Selling on 2dehands.be is something everyone does. ALS patients too. But for different reasons. This comparison shows them the inconvenient truth.