Motor Neurone Disease organization’s ads were supposed to draw on the success of the ice bucket challenge,not alienate the publicEarlier this year, we were lucky enough to work with the Motor Neurone Disease organization on their 2015 awareness campaign. We could see a great opportunity – the ice bucket challenge had had it’s day, or we knew there was a disconnect between the social media phenomenon and the charity. Our task,as a creative agency, was to connect the two. Our belief, and the #LastSummer campaign,was designed to finish just that as well as highlight the fact that half of people with motor neurone disease (MND) die within two years of diagnosis. Since the ice bucket challenge went viral many mothers, brothers and wives are sadly no longer here.
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Source: theguardian.com