ARSLA

"A Finger for Hope" confronts the indifference surrounding ALS, a deadly and often invisible disease. ARSLA, the French ALS association, asked patients to give the middle finger, a striking film and print/OOH campaign built on a harsh truth: for people with ALS, even lifting a finger is a struggle. A rebellious act becomes a symbol of resistance, dignity and hope. The campaign gained major media attention, reached Brigitte Macron, who publicly joined it, and supported a new ALS institute now advancing toward a potential treatment.