Als Society Of Canada: Head And Shoulders

Published on Nov. 13, 2008

The ALS Society of Canada has launched a new public service advertising campaign created by Lowe Roche, Toronto to raise awareness about Amyotrophic Lateral Sclerosis (ALS) and the ALS Society's efforts to fund research towards a cure for the disease. Created by Lowe Roche on a pro bono basis, the 60-second television public service announcement, Head and Shoulders is composed of a montage of clips, each one focusing on a man with ALS in emotionally charged moments as his disease advances to different parts of his body. Set to the childrens song, Head and Shoulders, Knees and Toes, as the spot progresses, and his conditions worsen, the cheerful singing becomes a sad whisper. We chose to create a spot that was musically and emotionally driven to raise awareness for ALS, said Christina Yu, Vice President, Creative Director, Lowe Roche. This song is one which everybody can relate to and we wanted to use it unconventionally to illustrate how this disease eventually affects every body part. ALS, also known as Lou Gehrigs disease, is a rapidly progressive and fatal neuromuscular disease that causes the degeneration of nerve cells in the brain and spinal cord. As the nerve cells die, people with ALS lose control of their muscles, which makes breathing, eating and even smiling almost impossible. Eighty per cent of those diagnosed will die within two to five years. There is no known cure or effective treatment of ALS. "Lowe Roche has created a very powerful commercial that we think will help the public better understand what ALS is all about," explains Bobbi Greenberg, Director of Communications, ALS Society of Canada. "We're very appreciative of their dedication to this project and of those who donated their time and services during the production process. Were certain that their efforts will help us raise the funds we desperately need to proceed with research initiatives that will ultimately help us find effective therapies and a cure for this devastating disease." Credits: Title: Head and Shoulders Client: ALS Society of Canada Creative Agency: Lowe Roche, Toronto VP/Creative Director: Christina Yu Chief Creative Officer: Geoffrey Roche Copywriter: Rob Sturch Art Director: Ryan McNeil Agency Producer: Brie Gowans Business Director: Amanda Gaspard Production Company: Untitled Films, Toronto Director: John Mastromonaco Executive Producer: James Davis Producer: Tom Evelyn Director of Photography: John Houtman Post Production: Rooster, Toronto Editor: Richard Unruh Executive Producer: Melissa Kahn On-line Editor: Ernie Mordak, Rooster Colorist: Gary Chuntz, Notch, Toronto Sound Design: Chris Tait, Pirate, Toronto