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 (40% of vote)

‘Disease Dilemmas’ puts people in the uncomfortable position of trying to choose who they’d donate to – the young mother with pancreatic cancer or the 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 the Garvan Institute, whose genomics research can help them all.

Describe the execution (40% 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 (20% 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.