The aim was to increase donations to the ALS Foundation Netherlands. ALS(also known as Lou Gehrig’s disease) is an incurable and deadly disease of the nervous system, which makes your muscles stop one by one. On average, patients die within three years after being diagnosed. It’s cynical, but it’s the reason why the pharmaceutical industry doesn’t invest in finding a cure. To make people aware of this unknown disease and increase willingness to give, we chose a confrontational strategy. Participating patients made campaign statements, which were aired after they died.
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