ALS Association direct mail case study

Amyotrophic lateral sclerosis (ALS) is often referred to as ‘Lou Gehrig's disease,’ after the baseball player who suffered from it. It's a progressive illness that affects nerve cells in the brain and the spinal cord.

To raise money, The ALS Association of Greater New York held a benefit dinner and the challenge was to encourage guests to donate.

BBDO decided to show attendees just what having the disease meant, and placed a heavy metal letter ad in the programs, making it difficult to turn the page over. This gave a simple but graphic demonstration of how it feels to have the disease.