Brand campaign (nonprofit)

ALS Association

situation

The ALS Association found themselves as the unexpected benefactors of the viral Ice Bucket Challenge in 2014. They knew they could not catch lightning in a bottle again, but they wanted to build a sustainable annual campaign. ALSA came to Edelman and the brand strategy team Kate had built there to help address their challenge.

challenge

ALSA had two types of donors in 2014 --those who were joining a cultural moment, and those who had been personally affected by ALS disease. How could we speak to both and stay off the slippery slope of irrelevant brilliance?

insights

The human truth of many givers is that they will buck at the thought that something is impossible. In the face of impossibility, most do-gooders are motivated. Additionally, here’s a brand truth about ALS as a disease. It’s impossible in every way.

strategy

Show how ALSA challenges impossibility of the disease to make a difference.

solution

A campaign that challenges the will of all donors to overcome the impossible. And how do we challenge the impossible? By turning the buckets right side up, and filling them up, one drop at a time because Every Drop Adds Up.