Dead Man Tweeting
Award: Wood Pencil
Wood Pencil / Digital Marketing / Use of Social Media / 2015
Awareness of ALS has risen to 90% since 2012, when Publicis Amsterdam launched a campaign in which ALS sufferers recorded messages to be broadcast after their deaths. To take the confrontational campaign further, a new group of patients recorded statements, now promoting specific fundraising activities. When participant Gerrit Groeneveld died, the campaign began in various media, starting with his own Twitter account. The late Gerrit used #DareToAsk, a popular hashtag through which the Dutch public ask the Twitter community for answers to almost any question. Gerrit asked for money. Donations to the Dutch ALS Foundation increased by 400%.
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