The film features a 40-year-old mother who’s stricken with ALS, a gruesome disease that’s always fatal. It features the family that she will leave behind, while countering the misperception that ALS is a disease that primarily affects males and athletes.

In the hopes of recruiting attendees who would become more permanently involved than merely attending one event, we started with a social media approach and a dedicated website, and built the posters around that. We wanted attendees to post to our vsALS.org website (using the vsALS hash tag) before, during and after the game – to help extend the ALS message beyond the confines of the stadium.

The available tickets not only sold out, the vsALS.org website was quickly populated with relevant posts and now continues to serve as a unifying portal and community for all those who are affected by ALS and those who are working to help find a cure.