June 21st is World ALS Day. The general incorporated association END ALS produced an awareness commercial for ALS (amyotrophic lateral sclerosis), a nationally designated intractable disease, by raising support through crowdfunding. It is being released across various media. Masahiro Fujita (known as Hiro), the association's founder and an advertising planner who is an ALS patient, planned and appeared in the commercial. Artist AI also agreed with the purpose and made a guest appearance.
One year has passed since the Ice Bucket Challenge, a fundraising event supporting ALS patients that spread worldwide. Mr. Fujita, an ALS patient working at the advertising agency McCann Erickson, launched the project "ONE TRY ONE LIFE－ROAD TO END ALS－" to promote ALS awareness and understanding, stating, "I want to eradicate ALS using the power of advertising, my own profession." This commercial is part of that project. Members from competing advertising agencies, including McCann Erickson, Hakuhodo, and Dentsu Inc., have come together, breaking down the walls between companies, to advance the project under a framework that could be considered an industry first.
ALS can strike anyone at any time. It progresses rapidly, causing the muscles throughout the body to deteriorate while the senses, intellect, and vital organs remain intact. As it advances, patients require ventilators to prolong life.
Some patients reach a "Totally Locked-in State," where their brain functions at 100% and their senses remain intact, yet they cannot express any of these abilities. It is said that 70% of patients actually choose to die without a ventilator.
Mr. Fujita has posted presentations on the END ALS website detailing his personal background, the progression of his illness, and his activities.
The ONE TRY ONE LIFE－ROAD TO END ALS－project will continue to engage in various communications centered around Mr. Fujita. What can advertising do to solve social issues? This initiative will likely expand the potential of advertising's power.
