Progress & Media

Steve Gleason's Answer ALS Launches "A Game-Changing Moment" Campaign, Foundation Partners with NFL and Global Marketing Agency KBS to Raise Research Funds

Nov 23, 2015
Categories: Media

Today, Steve Gleason's Answer ALS research initiative, born out of the efforts of The Gleason Initiative Foundation (Team Gleason), launched "A Game-Changing Moment" campaign in partnership with the NFL and global marketing agency KBS. Last year's viral social media campaign, the "Ice Bucket Challenge," drew widespread awareness for ALS, and the Answer ALS initiative and KBS are building on its success to drive donations where urgency is needed. Research. "A Game-Changing Moment" will pick up where the Ice Bucket Challenge left off and leverage the power of emotion to rally NFL fans around finding a cure for the disease.

Launched on the NFL Network, the pro-bono campaign features epic "game-changing" moments throughout NFL history including Dwight Clark's "The Catch," Roger Staubach's "The Hail Mary," and Steve Gleason's "The Rebirth." As the football season hits full swing, the campaign aims to connect with NFL fans by reminding them of emotion-filled plays and asking them to help give ALS, a disease that has no treatment or a cure, its own game-changing moment.

"This campaign will aide in our mission to generate the world's largest comprehensive ALS research initiative to find a treatment or cure for this disease that has affected my life and millions of others around the globe," said Steve Gleason, founder of Answer ALS. "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."

The integrated 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. The NFL and teams, along with other foundation partners including Team Gleason, current and past NFL players, Johns Hopkins, Cedars-Sinai, Harvard and many others 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.

"Our agency is dedicated to doing things that matter, and we truly believe in Steve and his organization's mission to find a treatment for this disease," said Ed Brojerdi, CEO, KBS NY. "We're excited to see the attention this campaign will bring to the cause and the funds it will raise to help improve the lives of the individuals and families affected."

Additional campaign components include autographed collectors' items featuring images of the game-changing moments, which will be sold through the official auction site of the NFL. 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 and will continue to highlight support from the ALS community. For more information, please visit http://answerals.org/.

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About Team Gleason

Steve Gleason played for The New Orleans Saints from 2000-2008. As a counter-culture athlete who spent his off-season adventuring in third world countries, he will always be remembered for his blocked punt on the night the Louisiana Superdome reopened for the first time after Hurricane Katrina.

In January 2011, Steve was diagnosed with ALS, considered a terminal neuro-muscular disease. Beyond his faith that there is a solution to heal, it is his mission to show that patients can not only live but thrive after this diagnosis. In doing so, he hopes to inspire others to do the same. Team Gleason's mission is to:

  • Help provide individuals with neuromuscular diseases or injuries with leading edge technology, equipment and services.
  • To create a global conversation about ALS to ultimately find solutions and an end to the disease.
  • To raise public awareness toward ALS by providing and documenting extraordinary life adventures for individuals with muscular diseases or injuries.

About Answer ALS

Answer ALS is the single largest coordinated and collaborative effort to end ALS in the history of the disease. It began in 2013, when Steve Gleason asked scientists from all over the world to meet with patients and caregivers to come up with a plan that would ultimately end ALS. That plan is Answer ALS. Answer ALS is not another organization, but rather an initiative led by a council of ALS stakeholder representatives who serve as the voice of the ALS community. The focus of Answer ALS is twofold, both on the Immediate Impact and Ultimate Impact it can have for people with ALS.

  • Immediate Impact: Do everything we can today to help patients and families living with ALS to lead more productive and purpose-filled lives.
  • Ultimate Impact: Harness the power of focused scientific research and data to find a treatment or cure for ALS in the next five to ten years.

About KBS

KBS is a global creative business partner committed to doing things that matter. Our specialisms include: advertising, social, content, CRM, creative technology, public relations, media planning and buying. We have offices in New York, Los Angeles, Toronto, Montreal, London and Shanghai. We help a diverse roster of clients around the world including BMO, Church and Dwight, Unilever, American Express, BMW, Harman, King (maker of Candy Crush), Mondelez, TE Connectivity and Vanguard. www.kbsp.com