Don’t Look Away

ALS Association Wisconsin Chapter

ALS Association Wisconsin Chapter Stories

ALS is always fatal. There is no cure – yet. But there will be, given sufficient resources. To jumpstart efforts, we created a series of magazine and video portraits in which the people who live (and die) with ALS daily share their experiences firsthand. Through their compelling first-person storytelling and emotive imagery, we targeted business owners, senior executives and philanthropic leaders in SE Wisconsin with an urgent appeal to help find a cure. Not someday, but now.

– To date, Traction Factory has helped the ALS Association Wisconsin Chapter raise more than $5 million to fund research and patient support 

– We secured partnerships with Milwaukee Brewers (2012), Milwaukee Admirals hockey team (2015) and American Birkebeiner Ski Foundation (2016)

– Community media partners including Fox6 and Lamar Outdoor have provided in-kind donations enabling us to air ALS patient stories and support ALS events

Magazine readership includes all individuals who have been impacted by ALS to provide comfort, community, and support. The magazine includes relatable patient stories, updates on research and medical treatments, information on support groups and community events, and honors those patients who have lost their battle to the disease.

The objective was to shoot raw and telling photography of a man and his family, who have been struck by ALS. The photography would be paired with a story largely written by Mark Carr, explaining the realities of being diagnosed with ALS.