Cannes Lions
PUBLICIS BRUSSELS, Brussels / ALS LEAGUE / 2015
Awards:
Overview
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Credits
Description
Amyotrophic lateral sclerosis, or ALS, is a rare neurological disorder that causes the degeneration of motor neurons. The terrible end result is muscle weakness and atrophy throughout the body. The brain’s ability to control muscle movement is lost.
Besides a call to donate for research, we need to raise awareness about the effects of this disease. With this campaign website, we wanted to open people’s eyes – literally – by experiencing the paralysing effects of ALS first hand. To really feel the helplessness of not being able to use all of your muscles.
Execution
The muscles responsible for eye movement are usually spared until the final stages of ALS. So we created a typical donation site, eyeclickdonation.org, with one important difference: you can only use your eyes to navigate through the site.
Special face tracking software maps your head movement, allowing you to move the mouse cursor. The eyes are scanned too, allowing you to make mouse clicks.? With this website, we’re able to offer a tiny glimpse of what it’s like to live with ALS.
Outcome
The campaign was launched on 30 April. Results will appear on www.eyeclickdonationcase.be.
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