Fundacion Luzon Launches "Nothing Causes ALS" to Highlight Lack of Awareness About the Disease

Jun. 29, 2025

Fundacion Luzon presents “Nothing causes ALS”, an awareness campaign that highlights the scientific ignorance about the origin of the disease and emphasizes the urgent need to boost research. Developed together with Ogilvy, the campaign uses a clear approach: to show everything that does not cause ALS in order to highlight how much we still ignore about this disease.

We know that sugar causes diabetes, that smoking causes cancer or that a sedentary lifestyle increases cardiovascular risk. But we know very little about ALS, especially the most common type, which accounts for 90% of cases: sporadic ALS. Although several studies have been carried out, there is currently no diagnosis and, as long as there is no research to disprove it, all we can say is that nothing causes ALS.

Sonia Sanchez de Bernardo, director of Fundacion Luzon said:

"As ALS is considered a rare disease, there are not many resources to determine what causes the disease, find a diagnostic test and a treatment. Hence our mission as a foundation is to promote research and draw attention to this reality through campaigns like ‘Nothing causes ALS’ that we can launch thanks to the collaboration of a great agency like Ogilvy."

 

A necessary campaign with an irreverent touch

The creative axis of the campaign focuses on showing factors usually associated with health problems -such as sugar, stress or pollution- and then denying their relationship with ALS. Thus, the message directly challenges the viewer with forcefulness and uncertainty, reinforcing the message of urgency: without research, there are no answers.

In this sense, Enrique Almodóvar, Creative Director of Ogilvy in Barcelona, states that:

"When you know the origin of a disease or the risk factors, you can avoid them. The problem with ALS is that you don't know anything, so you can't avoid bad habits that can favor the disease. What we want to highlight with this campaign is that a healthy person has the same chances of developing ALS as an unhealthy person".

 

The main piece will be disseminated in audiovisual format and in digital media. In addition, the campaign will be present on street furniture through static outdoor advertising and digital opis, making the message visible in a forceful way on public roads.