How do you make an advertising campaign for a disease that has no cure? Publicis Amsterdam has created a hard-to-forget campaign called “I’m Already Dead” for ALS Foundation Netherlands that is ready to face the odds. And it is making a difference already.
What’s different about the “I’m Already Dead” campaign for ALS by Publicis Amsterdam?
Amyotrophic lateral sclerosis, ALS in short, is a disease of the nerve cells in the brain and spinal cord that control voluntary muscle movements, also known as Lou Gehrig’s disease.
The spokespeople persuading you to fund the research for this disease are already dead by the time you see them on press or on air.
The client ALS Foundation Netherlands had no advertising budget and runs on free space donated to it.
The volunteer participants who suffer from the disease were filmed and photographed by the agency and their ads released after they succumb to their illness.
The campaign is ongoing – and perhaps will not fall short of models if nothing is done about ALS soon.
Because most patients diagnosed with ALS die within 3-5 years of diagnosis.
But there’s hope. Which is why this post. After you watch the video below:
ALS Foundation Netherlands “I’m Already Dead” Ad Campaign – The Results
The campaign broke on prime time and is receiving widespread coverage not just nationwide in the Netherlands but in media and on blogs worldwide. People now know a previously under-reported disease that is in dire need of resaerch and industry support.
According to the campaigns award-winning entry in Cannes Lions, through this campaign awareness of ALS rose from 62% to 81%. Willingness-to-give rose from 27% to 40% and donations rose 500%. “More money for scientific research can be expected, as the campaign continues,” the foundation hopes, as the participating patients lose the fight against ALS one by one, just like their muscles do till it’s time say goodbye.
A hard-hitting campaign indeed that avoids the tear-jerking cliches and says it like it is.
We can’t help but remember the lyrics to that Metallica Song. How does this campaogn make you feel? We’d love to hear what you have to say in the comments…
I’ve already died
You’re just the funeral
I’ve been waiting for
living dead inside
Break this empty shell
Say, is that rain or are they tears?
That stained your concrete face for years
The crying, weeping, shedding strife
Year after year, life after life
‘Cyanide’ by METALLICA
Want to help and support the ALS cause?
You can look up funds or create your own fund at this website for ALS:
ALS Foundation Netherlands “I’m Already Dead” Ad Campaign Credits
Advertising Agency: Publicis, Amsterdam, The Netherlands
Executive Creative Directors: Marcel Hartog, Jeroen Van Zwam
Copywriter: Marcel Hartog
Art Director: Jeroen Van Zwam
Designer: Dave Fransen
Director: Olaf van Gerwen
Accounts: Marcella van Holten, Michiel van der Linden
Creation: Marcel Hartog, Jeroen van Zwam
Design: Dave Fransen
Photography: Lukas Göbel
Sound: Robin Schlösser / Studio De Keuken
Strategy: Gert Jan Hafkamp