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 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.

In the 45” TV commercial, we show emotional and impacting portraits of 5 ALS patients in their own habitat. Frederik had to sell his toolbox, Angie her snowboard, Kris the shirt of his favorite soccer team, Marc his car and tennis-outfit and Rik his hospital bed. The reason why they sell the items is always mentioned: one of their muscles is paralyzed. Slowly but surely, people are realizing these people suffer from a muscular disease. In the end of the film, we lead people to the platform www.2dehandsvoorals.be .

The entire campaign kicked off June 20th via an emotional 45” TV commercials, impacting 30” radio spots and banners on “2dehands.be”, all leading towards the platform www.2dehandsvoorALS.be. People were stimulated to purchase items from the 5 ALS patients appearing in the campaign. Items they can unfortunately no longer use. Frederik had to sell his toolbox because his arms are paralyzed, Angie had to sell her snowboard as she can no longer practice here winter passion... We also stimulated people to sell their own personal items and to donate this revenue to the ALS league. The campaign was supported by huge PR reach via TV and newspapers.