Time to take this thought provoking campaign one step further. A new group of patients recorded campaign statements, which were aired after they have passed away.

Like angels on a sales mission, the deceased participants make a personal appeal to continue their fight. As if they are still here to keep an eye on us.

The outdoor posters featuring campaign statements by patients who have already died, are wellknown throughout the country. We combined this perception with video and kinetic technique: When people approach the poster frames, the patients suddenly come alive and start talking, making their fundraising appeal even more personal and direct.

Patients recorded campaign statements, direct fundraising appeals, to be aired after they have died.

By now, people in in the Netherlands do know about the disease and are willing to give. (As a result of the campaign I have already died, awareness has risen to 89% and willingness-to-give to 46%, data by MWM2, dutch market research agency of the year 2012).

- More money for scientific research is needed, as the cause of this merciless disease is still unknown

- People in the Netherlands are used to see the ‘normal’ outdoor posters. By adding video and kinetic technique we created extra impact, making the personal fundraising appeals even more direct.

Donations went up by another 400% during the first start of the campaign (although the campaign also ran in different on and offline media).

And until a solution against ALS is found, more money can be expected, when more participating patients will pass away and make a personal fundraising appeal from the afterlife.

The result is a net result, because there is no marketing budget whatsoever and all parties involved work on a pro bono basis.