ALS is a sadistic disease that picks its victims at random, and kills everyone it comes into contact with. Yet there are still people who are unaware of its savagery. So we gave it the voice of something society fears but doesn’t tolerate – a serial killer. This was a multi-pronged campaign timed to run during national ALS Awareness Month. Radio, Out of Home and social media messages were intentionally menacing, to drive home the callous nature of the disease. We also partnered with iHeart Radio, utilizing several of their on-air personalities who had been touched by the disease. Telling their stories through their own channels increased the scope of the campaign and helped raise thousands of dollars more for the cause.