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Robocalls from Humans

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
Team Gleason is a non-profit organization founded by former American Football player, Steve Gleason, who has ALS. The disease attacks the muscles and often results in the loss of one’s voice. Steve, like so many with ALS, relies on technology to communicate and have a better quality of life. Since ALS has no cure, Team Gleason is committed to improving the lives of people with ALS through technology. Their mission is to ensure as many people as possible have affordable access to it. They worked with American politicians to introduce the Steve Gleason Enduring Voices Act, which would permanently protect affordable access to speech generating technology through Medicare. Our goal was to break through to busy politicians with many priorities. We needed a unique method to grab their attention and get them to support the Act. Without the Act passing, thousands of ALS patients would be forced into silence.
Strategy
Our strategy was born from the reality that getting legislation passed in this political climate is no small feat. Given this challenge, how could we get the attention of Congress and break through the clutter in order to get this important bill passed? We knew that engaging the active ALS community, made up both of patients and their loved ones, would help us achieve our goal. Specifically, Steve Gleason had a massive following, so getting the attention of his followers allowed us to spread the word to an even larger audience. Ultimately, we needed Congress and our target audience to understand the urgency of the situation and take action by supporting the bill. Our call to action asked people to contact their members of Congress. We made it easy through KeepMyVoice.com, an interactive website where they could experience this technology and most importantly, contact Congress for their support.
Relevancy
ALS is a debilitating disease that attacks the muscles, including the vocal chords. Many with ALS rely on eye-tracking technology to communicate. Recently, people learned they could lose access to it if The Steve Gleason Enduring Voices Act didn’t pass. The Act made sure those with ALS would have affordable access to the technology they rely on. Team Gleason, an ALS advocacy organization, championed this bill and needed to ensure it was passed. Our objective was to spread the word about the Steve Gleason Enduring Voices Act, get the public to take action, and earn the support of politicians.
Outcome
Our video inspired many people to contact their own members of Congress via email, phone, and social messages urging them to take action. The film was shared and re-tweeted by thousands of people, including American football team the New Orleans Saints and rock band Pearl Jam. The campaign was featured in advertising publications, news publications like NOLA.com, and was covered by ALS news sites. At the end of the day, we earned the most important result of all – getting a piece of crucial legislation passed and permanently protecting the voices of those with ALS. On February 9th, 2018, the Steve Gleason Enduring Voices Act was signed into law.
Execution
Who better to fight for the technology they risked losing than ALS patients themselves? To grab the attention of a busy government, we opened a call center staffed with ALS patients. Our callers dialed up Congress using the eye-tracking technology that gives them a voice, the technology they simply couldn’t afford to lose. The patients in the call center gave passionate pleas to politicians using this invaluable technology in the style of a robocall. Only in this case, their automated voices were their real ones. Our callers spoke of the value of this technology, asking Congress members to commit to supporting the Steve Gleason Enduring Voices Act. Steve Gleason himself, founder of Team Gleason and former American football player, made several calls. We recorded and filmed the experience, creating a moving piece of content that was shared across Team Gleason’s social channels on September 27, 2017, reaching over 322,000 people.
CampaignDescription
Getting through to a busy Congress with many priorities required a unique approach. So to get their attention, we did something politicians do all the time…we robocalled them. We opened a call center like no other and made an event out of it, staffing the center with people living with ALS. Using the technology they risked losing, ALS patients including Steve Gleason, former American football player and founder of Team Gleason, urged Congress to protect it. But that was only the beginning. We filmed the experience and Steve shared the video on social media, reaching over 322,000 of his followers. The video rallied the public and drove them to KeepMyVoice.com, a web experience that put you in the shoes of an ALS patient. People used the eye-tracking technology ALS patients can’t live without to send Congress messages asking for their support.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Sectors > Not-for-profit / Charity
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Content-led Engagement & Marketing
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