The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Best of Pharma
Annual ID
OS22_PH001G
About the Work
Motor Neurone Disease is brutal disease and New Zealand has one of the world’s highest mortality rates from it. Despite this, it’s a disease that has low levels of awareness and understanding compared to other illnesses. Awareness and public profile is important because they have a big impact on the access to funding and support a charity, like MND NZ, can get.
To do this, we needed to demonstrate the impact MND has on people in a relatable way.
The solution was to target the 600,000+ New Zealanders who use TradeMe (New Zealand’s equivalent of eBay) every day to buy and sell second-hand goods.
David's Unusables hijacked this online marketplace to educate New Zealanders on Motor Neurone Disease. David, a man living with MND, sold his unusable belongings in a digital timeline reflective of his deterioration – starting with bigger items like bicycles and fishing rods, through to simple everyday items like cutlery and furniture as his condition declined. Each listing told of his personal connection to the item, and revealed the devastating, symptomatic reasons it had become unusable to him. By doing so, the campaign turned online auctions into an education resource and generated vital donations at the same time.
The campaign reached over 1.5 million New Zealanders (total population 5.52 million) and played a pivotal role in raising the profile of MND.
2022 Awards
Total Points: 90
Best of Discipline Pencil
Credits
Agency
Special / Auckland
Client / Brand
Motor Neurone Disease New Zealand
Production Company
The Post Office
Art Director
Kimberley Scott
Copywriter
Tom Johnson
Chief Creative Officer
Tony Bradbourne
Creative Director
Arnya Karaitiana
Designer
Ky Lee
Director
Alexander Gandar
Executive Creative Director
Jonathan McMahon
Lisa Fedyszyn
Producer
Steve Gulik
CEO
Carl Sunderland
Communications Specialist
Emily King
Group business Director
Priyanka Patel
Head of PR and Influence
Kelly Grindle
Integrated Producer
Jen Wood
Media Director
Briar Rowsell
Senior Business Manager
Isabeau Brimeau
Studio Artworker
Carolyn Ihaia
Studio Manager
Gavin Le Claire
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