Afterlife advertising

Amsterdam – ALS sufferers are coming back from beyond the grave for a new fundraising campaign to fight the neurodegenerative disease.

• I Have Already Died campaign was developed in collaboration with agency Publicis Amsterdam
• The ALS Ice Bucket Challenge was one of the biggest viral hits of 2014

In an emotionally charged campaign, the ALS Association asked sufferers to record an inspirational message before they died imploring the public to donate and help continue the struggle against the disease. Commuters were brought to a standstill by the imposing visages of ‘afterlife campaigners’ such as Margriet Slijkerman, who informs them that, although she may already be dead, hope is not lost for future generations of ALS patients.

‘We used the concept of the guardian angel,’ says Publicis in a statement. ‘The deceased patients all encourage us to continue to fight on their behalf.’

The Big Picture: Death is no longer a taboo subject. Find out more about how brands are tackling mortality using our market report The New Death.