On Monday October 27th, 2008 the ALS Association of Greater New York held the fourteenth annual Lou Gehrig Sports Award benefit dinner.

After doing some research we found that from the way ALS affects the body, things that normally weigh very little, suddenly become heavier and heavier. In order to represent this fact, we wanted to give the illusion that the page itself was extremely heavy and difficult to turn by placing a heavy piece of metal inside the page. This was to demonstrate how having ALS changes how people are able to do the simplest tasks.

A program was placed on each chair at the dinner. The weight of the page was very well concealed, so that when guests picked it up, they were surprised at the heaviness, which in turn led them to our ad. They were heard exclaiming with surprise throughout the banquet room. The total amount raised from the dinner was over $60,000.