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Top 6: March 17th 2021
Outdoor
Garvan Institute of Medical Research: Who Would You Donate to, 1
Top 6: March 17th 2021
The Garvan Institute of Medical Research has partnered with BWM dentsu to launch its first nationwide campaign, to raise awareness and funding for its ground-breaking genomics research. There are thousands of disease-related charities in Australia. But unless you have a personal connection to a specific cause, this excess of charities creates a real dilemma how do you decide who to help? 'Disease Dilemmas' puts Australians in the uncomfortable position of trying to choose who they'd donate to the young mother with pancreatic cancer or the retired musician with Parkinson's disease? The teacher with a kidney condition or the student with immune disease? These impossible choices are brought to life as portrait pairings of real people living with different diseases, each execution posing its own unique dilemma that challenges people to think, interact and ultimately donate to Garvan, whose genomics research can help them all. All hero testimonials are based on a genuine connection to Garvan and were voluntarily shared to inspire and move the public to action. The Garvan cause mobilised the industry to collaborate. Alongside the Pool Collective, the campaign counted on support from Fin, Rumble Studios and Bopper. From the dentsu network, Isobar, Haystac, dentsu Amplifi and Carat joined forces with BWM dentsu. The work is entirely pro-bono and includes strategy, creative, media, PR and support from the media partners. Starting Monday 8 March with print, the media plan includes TV, radio, digital, OOH, cinema and takeovers in train stations and a sports stadium.
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