Understanding of ALS (Amyotrophic Lateral Sclerosis) remained low in Belgium, particularly in Flanders, the Dutch-speaking region where ALS Liga – Ligue SLA primarily operates. ​

While many people recognised the disease by name, few understood its effects, limiting support.​

From the client’s experience, ignorance, not apathy, was identified as the main barrier to action. ​

The campaign was built around the iconic song “Killing Me Softly” made famous by Roberta Flack in 1974. Its title mirrors the degenerative nature of ALS: a disease that paralyses the muscles “softly”, paralyses the voice “softly”, and ultimately takes life away, killing “softly”. Roberta Flack herself was later affected by ALS, giving the song a powerful and authentic new meaning.​

Launched during the week of World ALS Day, the campaign used TikTok’s Duet feature to let users sing alongside Roberta as her voice gradually faded. A number of artists and content creators took part in the campaign, while TV and radio helped amplify its reach.​

It improved understanding of ALS through the involvement of local artists and creators on TikTok, representing a combined following of nearly 500,000 people. ​

The strength of the idea also enabled ALS Liga – Ligue SLA to secure free media on radio and television. “Killing Me Softly” thus became a way to express the degenerative nature of the disease across radio, TV and owned channels. ​

Radio: over 1.7 million Flemish people on radio (30% of the population, totaling 3.6 million contacts)​

Television: up to 11.6% reach among the 18–64 audience (approximately 450,000 people). ​ 

Owned channels: reaching +50,000 people on Facebook and 10,000 on Instagram.​