It may be impossible to top last year's Ice Bucket Challenge to drive donations for ALS research, but Steve Gleason's Answer ALS Foundation and the National Football League (NFL) hope to raise money this year by rallying NFL fans around iconic game-changing moments in its sports history.
Developed by agency KBS, the pro-bono campaign features amazing plays such as San Francisco 49ers' Dwight Clark’s “The Catch,” in 1982, Roger Staubach’s 1975 “Hail Mary” pass, and Steve Gleason’s 2006 "Rebirth” blocked punt play to remind fans that the impossible does sometimes happen. Gleason, a former pro football player with the New Orleans Saints revealed that he was battling ALS in 2011.
Answer ALS is said to be the largest organization whose aim is to end ALS. It began in 2013, when Gleason asked scientists from all over the world to meet with patients and caregivers to come up with a plan that would end ALS.
Autographed collectors’ items featuring images of these plays will be sold through the official auction site of the NFL.
The "Game Changing Moments" campaign will run across TV, social media, digital and OOH channels including the NFL Network. Answer ALS will have access to the NFL’s social media channels, including Instagram, to promote the campaign. Fans will also be asked to donate $5 or $10 via text on TV, OOH billboards, in stadium and on social channels. The campaign will be running throughout the remainder of the NFL season.
The NFL and teams, along with other foundation partners including Team Gleason, current and past NFL players, Johns Hopkins, Cedars-Sinai, and Harvard will also participate in the campaign by sharing messages on their own social channels. In addition, the broader ALS community including the creators of the Ice-Bucket Challenge, Pete Frates and Pat Quinn, will also be participating.
“We’re grateful for our partners, especially Roger Goodell and the entire NFL organization, who generously donated their time and resources to make this effort a reality," said Gleason.