Everyone had heard of Lou Gehrig’s disease. But not everyone knew Amyotrophic Lateral Sclerosis (ALS), or exactly how it devastated over 30,000 Americans a year, including more than 1,200 in our home state of Florida. The Florida Chapter of the ALS Association asked us to help raise awareness (and donations) so that more people would understand how ALS ravages its victims. It was clear to us that ALS is stealing our loved ones piece by piece. That became the driving force behind a multimedia campaign that included the Piece by Piece Tribute, a traveling memorial that started in Florida and traveled to cities such as Chicago and Washington D.C. Launched in January 2009, the "Piece by Piece" campaign dramatically raised awareness in Florida to an all-time high and increased donations four-fold. Additionally, the campaign was recognized as one of the world's best by both Graphis, the International Journal of Visual Communication, and by Ad Age’s Creativity annual, which recognized it’s Piece by Piece exhibit as the best use of non-traditional media in the world.