ALS Society of Canada engages YouTubers

November 20, 2008 by Marija Djukic

The ALS Society of Canada is raising awareness about Lou Gehrig’s disease with the help of Lowe Roche in Toronto. A new PSA campaign includes a 60-sec TV spot, ‘Head and Shoulders,’ which went live on YouTube over a week ago, and has since reached approximately 6,000 browsers.

The poignant commercial is set to the children’s song ‘Head and Shoulders, Knees and Toes’ and focuses on a man’s family life through different stages of the disease. As his condition deteriorates, the song tapers off into a sad whisper.

Targeting the general public, the PSA was sent to national broadcast networks hoping for exposure. To view the ALS PSA, go here.