Brand: Belgium's ALS Liga
Agency: Publicis Brussels
- Encourage people to donate to ALS research to find a cure by showing the effect it has on the body
- Issue isn't top of mind for a few of reasons:
- There are many disease/causes that are vying for the public's attention (and money)
- Many haven't heard of ALS
- Of those who have, many are unaware of what ALS actually is and how it affects the body
- The conventional soft approach (and even the lecture approach) has become expected and ultimately tuned out of social conversation
Lessons to be learned:
- Act on trends in real time. Keeping up with and speaking the language of the rest of the world around you will keep you relevant and part of the conversation.
- Hijack social media crazes, but in an impactful way. Many other brands had created their own Mannequin challenge videos, but became just another video and forgettable. Take a stand. Make your audience stop in their tracks, don't just do it because everyone else is. Otherwise, you'll be forgotten too.
- Soft, feel good messaging has it's place, but watch out for the line of "tired and boring" which remains uninspiring and forgotten
- Advertising can't and shouldn't always be cookie cutter. Be real. Put things in terms your audience will understand.
"Everyday is a Mannequin Challenge for ALS patients"
It's all fun and games until it's not just a new challenge anymore, it's your permanent condition.
ALS is a permanent social challenge.
What they told AdWeek:
"With the Ice Bucket Challenge, the ALS Association more or less sparked the flame on its own. It's since kicked off a 2016 Ice Bucket Challenge to raise money on an ongoing basis. But ALS Liga isn't so much starting a trend as following one—something that was expected, since the ALS Association was so instrumental in the last one.
But Publicis isn't worried about whether this small drop in a bigger viral bucket will top the last. For them, the key is reminding people to keep contributing."