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#WorkForALS | ALS League | Publicis
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Industry: Public interest & Non-profit
Style: Minimalism
Why is this work relevant for Media?

The work for ALS campaign was a demand for change in which we targeted the working people and CEOs of Belgium. For that we used a great mixture of media in order for ALS patients as job applicants to be everywhere during the week of World ALS day. We've even got to take over the national lottery and the weather forecast for one night in order to broadcast our message.


ALS, Amyotrophic Lateral Sclerosis, is an incurable neuromuscular disease that paralyses one muscle after the other, leaving patients unable to move. Near the inevitable end, only the mind and eyes remain intact. ALS sufferers gradually have to give up on everything, their jobs, their hobbies, and in the end, their lives. One thing terminal ill patients and their families never give up on is the hope that one day their disease will be curable.

To find a cure we need money first. Unfortunately, rare diseases don't get a lot of money. It's of no interest to the pharmaceutical industry and people tend to not donate to causes that don't affect their own lives.

The objectives of this campaign are to create awareness around ALS (make the public understand the disease, in order to feel empathy for ALS patients) and to gather donations to finance research for ALS treatment.

Describe the creative idea/insights (30% of vote)

How do you get money if you can't get any fundings or donations? You work for it. Not easy if all that remains to function in your body are your eyes.

ALS patients were looking for a job in order to fund a cure, as no one else will. A job where moving can't be part of the job description. CEOs were directly contacted by ALS patients asking for a job, and the salary to be donated. People were encouraged to also work a day for ALS on television and radio until everyone started talking about it.

Together we worked for ALS so one day there will be a cure.

Describe the strategy (20% of vote)

World ALS day is a good moment to shine a light on the many problems patients are faced with. But in order to find a cure, we need action. First we had to raise awareness of the fact that for ALS patients there still is no cure in sight. Then we needed people to feel that there is something they can quite easily do to help.

We needed perfect mix of showing devastating effects of a problem, yet still activating people to do something about it.

The targets were the CEOs and working people of Belgium. We called upon Belgian CEOs to hire an ALS patient for the few jobs they still can do.

In a second phase the patients asked the Belgian population also to work for ALS.

Describe the execution (20% of vote)

The work for ALS campaign targeted both Belgian CEOs and employees. First, CEOs were directly contacted, starting 21st of June via direct mailings, twitter mentions, LinkedIn posts and even national TV commercials featuring our ALS patients looking for a job.

In the second phase, starting from 25th of June, a video featuring patients working for ALS calling on Belgians to join them and also work a day to find a cure for ALS. Patients were asking to work for ALS via national TV, radio, online video on Facebook and Twitter.

On 3d of July we boosted the campaign by using influencers on social who reminded people to donate a day of their salary. More reminders came from our patients who were working for the national lottery and the weather forecast, live on television, asking people to also work a day for ALS.

List the results (30% of vote)

Awareness was raised for the funding problem rare diseases like ALS face, thousands of work days were generated and helped to fund the research to find a cure. Every workday bringing us closer to that 'one day' where ALS will be curable.

120 companies were reached out via social media.
We were seen in the news on TV and in news articles and present on radio stations Stubru and RTBF.
More than 6 major CEOs hired ALS patients and Coca-Cola BeLux hasn’t hired a patient in real life, but virtually: they’ve given the salary of one week to the research.
ALS patients worked as a museum gard, a monitoring agent, exam supervisor, a drawing model, a lottery presenter and a presenter of the weather forecast.
+254% donations : ALS patients can’t move, but they were able to move a whole country.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Media
Use of Integrated Media
Latest Updated