An Integrated Campaign
Every 90 minutes someone is diagnosed and someone else dies from ALS. It’s a terrible, terminal disease that slowly robs people of their ability to move, speak, eat, and eventually, breathe. Though the world may feel like it’s on pause during this epic and ongoing health crisis, life will not ‘go back to normal’ for people with ALS. The unfortunate truth is that when the pandemic is over, there will still be more than 20,000 Americans living with the daily fear that one day they will lose the fight to their condition. We Can’t Wait was an integrated digital campaign designed to raise awareness of this rare disease during one of the rarest moments in our history.
Campaign Performance
5.3M: Total Impressions
1.9M: Video Views
205%: Lift in Conversation
81%: New Donor Gifts
Recognition
2020: MUSE Creative Awards Platinum Winner
When This is Over
The :60 second national Public Service Announcement was distributed across The ALS Association’s owned media channels, and donated media commitments. Featuring music by The Killers and Oscar-winning VO talent, the PSA inspires viewers to learn about the deadly disease, and drives traffic to a campaign donation page.
Inspiring Engagement
The PSA kickstarted a 12-week social campaign aimed at engaging, educating, and inspiring a new generation of ALS Association supporters and advocates. The content strategy included 13 post types tailored for specific channels. These ranged from powerful patient stories on Facebook and long-form articles on LinkedIn, to engaging quizzes and carousels on Instagram and Twitter.
Why We Can’t Wait Until This is Over
For most people, their only connection to ALS was the Ice Bucket Challenge. But less than half of the 17 million people who participated knew what they were raising money for. And despite its viral success, six in 10 Americans still know nothing about ALS. It’s a promising start, yet more work lies ahead. As of this moment, ALS remains a fatal disease. But through the hard work and the support of millions around the country, we know it’s not a matter of if we’ll find a cure. It’s only a matter of when.
