As the software wasn't positioned as a healthcare device for sale, there currently seem to be no restrictions surrounding this positioning within the US and Canada where the story elements were focused. Additionally, there was no lingering on brands throughout the piece, just a warm "thank you" to the brand rather than it being a commercial being used to sell a product. The story ended with call out of the brand's key messaging with appropriate hashtags and a call to action to participate in sharing the story, and/or downloading the software for others who might find it useful, and potentially life-changing.

Also helpful for circumventing possible restrictions was the fact that this campaign was online-only. Our objective aimed to integrate the brand in an authentic, understated, but key capacity. The technology (computer, ocular recognition reader, software) was a tool here that empowered a human connection - it was the conduit through which a paralyzed man was able to voice his love for his wife.

We combined social media with earned media. By creating new technology directly for the project, traditional media outlets cover the technology and the story, and therefore the campaign, leading to 100 million earned media impressions.

Direct messaging to influencers was instrumental - we utilized key relationships generated by our previous campaigns to springboard awareness here. We also targeted groups related to ALS/motor-neurone disease.

Unique campaign hashtags increased awareness on twitter and Instagram, and direct uploading of content to Facebook provided incredible impact: "Shares" outnumbered "likes" - a rare statistic that suggests audiences moved beyond content consumption toward action.

Though a story about the use of technology, for a technology client, the campaign focused on a couple overcoming adversity to communicate their love. We released the campaign during Valentine's Day, where the combination of tech & romance delivered 100 million media impressions from key outlets, including: TIME, The Mirror, UpWorthy, Buzzfeed, People.com, Fast Company, GOOD, Smithsonian, Huffington Post, TechRepublic, Daily Mail, RTL Germany, Yahoo!, Toronto Star, Newsday & The Independent.

Within a week, the video had more than 10,000 organic shares on Facebook, delivering more than a million views and an outpouring of support. The admiration shown by the public for the film's heroine brought the emotional connection the client was looking for. The campaign delivered an inspirational story AND a course of action - delivering great value to the brand. One quote from the massive press response: "Why We Care: With likely no more money than it would cost to shoot a traditional ad, the brand used its campaign to not only help someone - and create a compelling piece of branded content - but also have a hand in helping scores of other ALS sufferers by making the technology free and accessible."