ALS or Amyotrophic Lateral Sclerosis is a disease that causes the death of neurons which control voluntary muscles. ALS is characterized by stiff muscles, muscle twitching, and gradually worsening weakness due to muscles decreasing in size. This results in difficulty in speaking, moving limbs and body, swallowing, and eventually breathing.

ALS is still fairly unknown in Belgium and with a small base of only 1000 patients, the Belgian ALS league has to compete with other non-profit organizations to get the necessary attention and fundraising for research. Subsequently, there’s a constant need for awareness. And with no media budget available, this remains always a big challenge for the ALS league.

The night before the publication, in collaboration with the editorial board of De Standaard, the news of the day was summarized within the created design. To make the readers feel comfortable reading this message, we chose to execute this publication in the same brand elements as the newspaper (same typography, colours,..). We wanted it to be as integrated as possible to maximize the surprise effect for the more than 360.000 De Standaard readers.