The One Show
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Category
Integrated Campaign
Annual ID
OS22_PH023M
About the Work
The Garvan Institute of Medical Research is a leading multidisciplinary biomedical research institute in Sydney. Though largely unknown to the public, Garvan have revealed causes and treatments for countless diseases including diabetes, osteoporosis, cancer, immunodeficiency and autoimmunity. Our brief was to raise awareness and funding for Garvan beyond their current limited donor base.
Our insight – with thousands of disease-related charities competing for donations, how do you decide who to help? We confronted the public with a range of life-threatening diseases, posing this exact question. Help 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? Each execution challenges you to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
‘Disease Dilemmas’ features 12 people living with different diseases, each captured against a neutral background, eyes facing camera. These quietly confronting portraits were then put in specific pairings and combinations that made choosing one or the other impossible. From consecutive bus shelters to large scale roadside billboards and even tram wraps, we imposed our dilemmas on the audience in countless confronting ways, with a CTA to visit diseasedilemmas.org.
‘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.
Our insight – with thousands of disease-related charities competing for donations, how do you decide who to help? We confronted the public with a range of life-threatening diseases, posing this exact question. Help 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? Each execution challenges you to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
‘Disease Dilemmas’ features 12 people living with different diseases, each captured against a neutral background, eyes facing camera. These quietly confronting portraits were then put in specific pairings and combinations that made choosing one or the other impossible. From consecutive bus shelters to large scale roadside billboards and even tram wraps, we imposed our dilemmas on the audience in countless confronting ways, with a CTA to visit diseasedilemmas.org.
‘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.
2022 Awards
Total Points: 3
Merit
Credits
Agency
BWM Isobar / Sydney
Client Partner
Sue Cant
Production Company
The Pool Collective / Sydney
Post Production Company
Fin / Sydney
Media Distribution Company
dentsu Amplifi, Carat & MKTG / Sydney
Art Director
Jon Foye
Chief Creative Officer
Fred Levron
Rob Belgiovane
Creative Director
Oskar Westerdal
Editor
Brendon Killen
Executive Creative Director
Asheen Naidu
Marcus Tesoriero
Executive Producer
Cameron Gray
Michael Gie
Design Director
Eeuwout 'Dutchy' Baart
Managing Director
Brent Kerby
Lauren Small
Retoucher
Mark Sterne
Senior Integrated Producer
Emma Durlacher
Account Manager
Mariel Malabanan
Audio Production
Rumble Studios / Sydney
Chief Investment Officer
Craig Cooper
Michael Bass
Client Manager
Kristina Endrikhovskaia
Colourist
Ben Eagleton
Digital Art Director
Thomas Deng
Digital Designer
Isaac Moores
Director & Photographer
Simon Harsent
Executive Producer Broadcast/Integrated
Margot Fitzpatrick
Group Account Director
Andrew Henderson
Group Business Director
Carolina Fullen
Head of Client Services
Sophie Lander
Head of Out of Home
Emma Hegg
Head of Print Production
Simon Holdaway
Investment Manager
Al Vari
Licensing Supervisor
Koo Abuali
Music
Bopper
National Production Lead
Lauren Reilly
National Production Manager
Rebecca Eastman
Post Producer
Emily Newbould
Project Manager, Platforms & OOH Production
Hayley Kingsley
Scheduling Supervisor
Iliyas Hafiz
Senior Account Manager
Ashley Martin
Jessica Walley
Senior Finished Artist & Designer
Alanna Rados
Senior Sound Designer
Cam Milne
Liam Annert
Tone Aston
Strategic Planner
Karl Bates
Web Developer
Rhys Martindale
Website Chief Engagement Director
Elaine Loke
Website Project Manager
Ritika Jhaver
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