The Goal

ALS is a sadistic disease that picks its victims at random, and kills everyone it comes in contact with. Yet there are still people who are unaware of its savagery, which means an ALS cure isn’t on their radar for supporting. So the time had come to give the disease a voice as menacing as its effects – the literal voice of a serial killer.


Integrated social media messages delivered quotes from the killer, as well as the grim statistics. Further extending the campaign, we partnered with several iHeartRadio personalities who had been affected by ALS. Telling their stories through their own channels increased the scope of the campaign and helped raise funds for the cause.