Juvenile Diabetes Research Foundation: Sophie

Staying alive. For a young child with Type-1 diabetes, this means constantly administering insulin through injections and testing blood-sugarlevels with painful needle pricks, at least four times a day, every day. And a cure is the only thing that can make their ordeal stop. To continue the important search for one, the Juvenile Diabetes Research Foundation need money. So, George Patterson Y&R, Sydney created a campaign that would drive crucial donation dollars to their cause above others. It featured a haunting series of portraits of young Type-1 diabetes sufferers, made entirely of thousands of needle pricks. Designed to create emotional engagement the print and poster ads included an instant donation mechanism to facilitate immediate giving at the moment of maximum impact.