The objective of the event was to engage the community, patients and patient families impacted by the disease, grow awareness, raise important funds and celebrate patients/families impacted by this horrific disease.

Create messaging intended to rally participants to fully embrace the idea that a world with ALS is not OK. The messaging should rely heavily on compelling messages that make an impact with the walk participants, those associated with the disease and beyond.

Seven thousand attendees were exposed to long-form, emotive ALS messaging. Awareness of the horrific disease grew, corporate support excelled 10%, and revenue to the ALS Association Wisconsin Chapter was nearly $500,000.