Patients suffering from ALS or Lou Gehrig’s disease made campaign statements for the ALS Foundation Netherlands, to raise awareness of this merciless disease and to raise funds for scientific research, and not for themselves, because their recordings are aired after they have passed away.Every effort was made to put this thought-provoking campaign into the right perspective from the start. It was launched on the national news. Later that evening it was the main topic on the nation’s biggest talkshow. More TV-shows, magazines, websites and all major newspapers published reports on the campaign featuring participating patients and their loved ones as ambassadors.

• Q&A for stakeholders• Confidential approach to press contacts• Teaser campaign on Twitter: "Watch the 8.30 national news!"• Kick-off, September 13th 2011Official launch on National News: - Explanation of ALS and the campaign- Commercial aired for the first time,- Interview with participating patient Joep Cobben and family.- Documentary on TV2, featuring a day in the life of participating patient, Weertjan Weerts.

- Main item in DWDD, the nation’s biggest talk show, featuring the daughter of the deceased participant Theo Doyer, and participating patient Philippe de Lange.• Reports in leading newspapers and magazines, featuring participating patients, friends and family • Joep Cobben died November 14th 2011. 2 weeks later his campaign statement was aired on the SBS national news.Although confrontational, the campaign received a warm welcome. There was no need to adapt the PR plan at any stage.

• Awareness of ALS rose from 62% to 81%.* • Willingness-to-give rose from 27% to 40% * • Donations rose 500% More money for scientific research can be expected, as the campaign continues, as each of the 9 participating patients loses the fight against ALS.* Market Research. Dutch general audience, age 18+.