Killing Me Softly is a campaign for ALS Liga. The objective was to raise awareness by explaining what the disease actually does to people.
What is ALS?
ALS is a degenerative disease that affects the neurological system little by little, in other words: "softly". Indeed, it paralyzes the muscles "softly", it paralyzes the voice "softly", and eventually, it kills "softly".
ALS is a degenerative disease that affects the neurological system little by little, in other words: "softly". Indeed, it paralyzes the muscles "softly", it paralyzes the voice "softly", and eventually, it kills "softly".
The problem:
Thanks to the Ice Bucket Challenge, many people have heard of ALS as a disease, but very few people know what it actually does to people. Therefore, it keeps the public from connecting emotionally, forming a barrier to the crucial need for research.
Creatives: Marc Thomasset, Nathalie Strybos. Creative Director: Philippe Fass. Sound studio: Raygun. Video production: AKA De Mensen.
Pats on the back: Shortlist at the Webby Awards, 3 shortlists at IAB Mixx Awards Europe, 1 Silver and 1 Bronze at Creative Belgium Awards, Silver a IAB Mixx Awards Belgium, Bronze at Best Of Activation.
