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
