A brand campaign developed from a speech at a fundraiser in Boston, M.A. The speaker was Pat Quinn. The occasion was to celebrate the anniversary of the ice bucket challenge. Below is what inspired us and the creative campaign that pursued. RIP Pat, I’ll always remember our day together.

Don’t Look Away. From the diagnosis. The fear. The 1001 unknowns. Don’t Look Away. From the devastation of the disease. The collapse of time. And the preciousness of every moment. Don’t Look Away. From a diminishing body. But a soul still on fire. And a voice that wants to be heard. Don’t Look Away. From the 86,400 seconds in a caretakers day. Their heroism. And their fatigue. Don’t Look Away. From the patient. The parents. The partners. The children. And the researchers are desperately trying to find an answer. It might be uncomfortable to look. But look. Straight into their eyes. And at this relentless disease. And say: Not today, ALS. Not today.