The ALS Association Every Moment Matters Campaign

May marks #ALSAwarenessMonth, an opportunity for the ALS community to educate people on this devastating disease and share stories about the impact it has on those who are diagnosed. There are currently no effective treatments or a cure for ALS, so it is critical to bring awareness and funding to The ALS Association.

“Every 90 minutes, someone is diagnosed with ALS, and every 90 minutes, someone dies from ALS.”

The theme for this year’s ALS Awareness Month is Every Moment Matters. Because ALS is a terminal disease with a life expectancy of around 2-5 years, every added moment for a family battling ALS becomes more precious. The ALS Association looked to Beyond Definition to develop a creative direction that captured the essence of the campaign and to create powerful, sharable content to support the month-long awareness drive.

Our creative team ran with the concept of a photo album telling the stories of individuals and their families impacted by ALS, inside a bold red frame representing a snapshotted “Moment.”


Every Moment Matters strikes a balanced tone:

HOPE for anyone with ALS.
INSPIRATION to take action.
INTIMATE with real people and their stories.

Ultimately, we hope this approach educates more people about ALS and welcomes them into the ALS community. The creative assets are currently being used on social media, email, and on The ALS Association’s website. One iteration of the campaign was recently featured in Times Square.

We also developed a “What is ALS?” video for The ALS Association to complement the campaign and to be used as an evergreen educational piece:

Please share this video to increase #ALSAwareness throughout the month of May and beyond. You can visit The ALS Association website to learn more about the disease:

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Beyond Definition

Beyond Definition is a strategy and creative agency serving mission-driven organizations. For 16 years, Beyond Definition has offered design, branding, digital, marketing, and print expertise to clients in the association, foundation, and nonprofit sectors.

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