Why is this work relevant for Media?

As a pro-bono client with no media budget to spend, the Garvan Institute needed an idea that could change and adapt to any media channel and format they might be given. ‘Disease Dilemmas’ is a true media-first concept, built around a simple ‘A versus B’ structure that confronts the audience with an impossible choice, wherever they’re exposed to the campaign. With each media placement, we imposed our dilemmas on the audience in new and confronting ways, from still portraits in consecutive bus shelters, to eerie radio testimonials, mega billboards and even opposing sports stadium LED screens.

Background

The Garvan Institute of Medical Research is a leading multi-disciplinary biomedical research institute in Sydney. With 600 of the world’s brightest scientific minds working under one roof, collaborating across different areas of research and using the best technologies to investigate diseases, Garvan have revealed causes and treatments for countless diseases including diabetes, osteoporosis, cancer, immunodeficiency and autoimmunity. But Garvan’s breakthroughs rely on continuing donations beyond their current small number of high-value donors. Our brief was to raise mainstream awareness and funding for the Garvan Institute, by bringing to life the unique benefits of their genomics research.

Describe the creative idea / insights (30% of vote)

Genomics research is the secret weapon against everything from diabetes to brain cancer. It’s the key to understanding the underlying causes of countless diseases; to help detect, diagnose, treat and ultimately prevent disease entirely. As we live longer and have larger social networks than ever, we’re also exposed to more diseases – and more calls for help – than ever before. Making matters worse, there are over 5,000 disease-related charities in Australia alone. With so many worthy causes and people asking for donations, how do you decide who to help? ‘Disease Dilemmas’ is a deliberately provocative campaign that highlights this issue and offers a solution. It shows multiple people living with different diseases, and asks the audience a single, uncomfortable question – “Who would you donate to?”. The campaign CTA ‘diseasedilemmas.org’ drives to a fundraising microsite for the Garvan Institute of Medical Research, whose genomics research can help them all.

Describe the strategy (20% of vote)

Genomics research is the secret weapon against everything from diabetes to brain cancer. It’s the key to understanding the underlying causes of countless diseases; to help detect, diagnose, treat and ultimately prevent disease entirely. As we live longer and have larger social networks than ever, we’re also exposed to more diseases – and more calls for help – than ever before. Making matters worse, there are over 5,000 disease-related charities in Australia alone. With so many worthy causes and people asking for donations, how do you decide who to help? ‘Disease Dilemmas’ is a deliberately provocative campaign that highlights this issue and offers a solution. It shows multiple people living with different diseases, and asks the audience a single, uncomfortable question – “Who would you donate to?”. The campaign CTA ‘diseasedilemmas.org’ drives to a fundraising microsite for the Garvan Institute of Medical Research, whose genomics research can help them all.

Describe the execution (20% of vote)

‘Disease Dilemmas’ features 12 people living with different diseases, each captured against a neutral background, eyes facing camera. It was important to create a neutral canvas that doesn’t try to sway you either way. The art direction is subtle, always in the service of showing them just as they are. These quietly confronting portraits were then put in specific pairings and combinations that made choosing one or the other impossible. Across print, TV, radio, cinema, social, digital screens and out of home – plus takeovers at major metro train stations and even sports stadiums – we used the unique properties of each channel to impose our dilemmas, challenge the public and drive visits to diseasedilemmas.org where our 12 heroes shared their personal disease stories and the ways which Garvan helped them, via captivating long-form video portraits. All media was donated pro-bono and the campaign ran Australia-wide, March-July 2021.

List the results (30% of vote)

‘Disease Dilemmas’ generated over 87 million impressions, 1.1 million dollars in earned media and 61% increase in website traffic. Most importantly, the Garvan Institute received over 19 million dollars in donations in the campaign period.