//Growthland helps Luzón Foundation raise awareness about Amyotrophic Lateral Sclerosis (ALS)
Tuesday, 11 May / 2021

Growthland helps Luzón Foundation raise awareness about Amyotrophic Lateral Sclerosis (ALS)

Growthland -NTT Disruption’s marketing services for sustainable growth-, and Luzón Foundation -leading organization in improving the lives of patients with Amyotrophic Lateral Sclerosis (ALS) in Spain- have joined to encourage young creative talent to raise awareness about this neurodegenerative disorder for the Cannes Young Lions Spanish competition in the Film category.

The Cannes Young Lions Film category is one of the most appealing ones to young creative talent. As part of the challenge, the creative teams were invited to respond to a briefing to help Luzón Foundation raise awareness of ALS. After the pitch competition, a group of prestigious juries selected Pablo García-Diego and Emilio Franquelo Vargas from Bungalow 25, as the winning duo.

“Hope where there can’t be hope”, is the slogan of their winning creative proposal. The short film revolves around hope, and how much we can achieve through it. An encouraging and goose bumping film: “We tried to empathize with people close to this rare disease. Something extremely challenging” said Pablo García-Diego and Emilio Franquelo Vargas, the winning creative duo of this years’ Cannes Young Lions Spain 2021. “We encourage every creative team to participate. Young Lions is a great opportunity” both concluded.

What is Amyotrophic Lateral Sclerosis (ALS)?

Amyotrophic Lateral Sclerosis (ALS) is a multi-system neurodegenerative disorder that leads to the complete loss of movements in patients.

This rare disease has one of the most difficult diagnosis since there is no biomarker with which to detect it. According to Luzón Foundation, ALS affects 4,000 people in Spain. Although it does not seem like a high number, its mortality and turnover rates are alarming: approximately 1,000 people die of ALS each year, while another 1,000 new cases are diagnosed. The life expectancy of these patients is between 3 to 5 years. This, added to the late detection and the lack of information about its origins reveal the priority and need for medical research.

There are two types of ALS:

Bulbar: The first affects motor neurons. The first symptoms may be the difficulty to pronounce certain words or swallowing. It then progresses until the mobility of the extremities stop (25% of ALS cases).

The spinal cord begins manifesting itself in the loss of strength in the extremities and later disseminates to the rest of the muscles until it results in respiratory failure (65% – 70% of ALS cases)

Often, Amyotrophic Lateral Sclerosis represents a great economic effort for patients and their families. ALS patients need 24/7 care and monitoring. The symptoms include loss of voice and appetite, the appearance of infectious and gastrointestinal problems, loss of mobility and breathing problems, for which a tracheostomy is often performed.

Many relatives abandon their professional activities to take care of their loved ones, assuming a financial burden impossible to carry out.

Luzón Foundation has been helping ALS and their families for years, ensuring the care for these people and investing in medical research for a better future in the diagnosis and early detection of the disease, thanks to the support and donations of society, organizations, and institutions.

“This type of initiative is very important in order to make ALS visible in society. These creative ideas help us boost our impact and consequently bring us closer to our main goal, to bring even closer the day where we find a cure for this disease” May Escobar, General Director Luzón Foundation.

Luzón Foundation is an independent, non-profit organization dedicated to improving the living conditions of patients with ALS and their families. It was founded by Francisco Luzón, one of the leaders of the digital transformation of the banking industry of Spain and Latin America, who was diagnosed with ALS in 2014 and passed away at the beginning of 2021.

Today his spirit continues to be part of the global and collective awareness at the Cannes Young Lions Film 2021, thanks to the Spanish creative talent, and the collaboration of Growthland and SCOPEN with Luzón Foundation’s efforts.