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2023 One Show - Social Media

I'm Neale Daniher

Agency Clemenger BBDO

Client FightMND

Category

Active Engagement / Call to Action

Annual ID

OS23_SM074M

About the Work

Neale Daniher is a famous Australian Rules Footballer who retired from the sport back in 1990. He went on to become a very successful coach through the 2000’s. But unfortunately, in 2013, he was diagnosed with Motor Neurone Disease. A debilitating condition that stops the brain from sending vital messages to the rest of the body to tell it to walk, swallow, talk or breathe. He was only given 27 months to live. Neale has always been a selfless, courageous human. So rather than slip away, he saw this as an opportunity to stand up and become the voice in the fight to find a cure. To do that, he co-founded FightMND, a charity dedicated to the cause. To help raise money, they began to sell their famous blue FightMND beanies for the Australian winter, and the whole country got behind the cause. Every year, Neale is the figurehead and the guiding voice of FightMND’s efforts. It’s hard to imagine the world, and the charity without him. In 2022, 9 years since he was given 27 months to live, Neale was still fighting on. But unfortunately, the disease had taken away one of his biggest weapons - his voice. He now needed to find a new way of getting his message out there without his speech. We created a film of Neale for TikTok with no voice, just himself and his powerful words on screen. We asked the general public to duet Neale’s video, and to say his words for him. And thankfully, they delivered. It became the #1 trending TikTok UGC of the month. It had a 47% greater view-through rate than TikTok’s benchmark. And most importantly it helped Fight MND smash their fundraising record by generating $19.8million. That’s almost $1 for every Australian.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Clemenger BBDO

Production Company

Finch / Sydney

Music / Sound Production Company

Electric Dreams Studios
Squeak E. Clean Studios

Post Production Company

Arc Edit

Art Director

Zoe Perrin

Chief Creative Officer

Jim Curtis

Director

Chris Nelius

Director of Photography

Sherwin Akbarzadeh

Executive Creative Director

Richard Williams

Executive Producer

Sonia von Bibra

Group Creative Director

Ant Phillips

Photographer

Christopher Tovo

Planner

Daisy Atkins

Retoucher

Chris Erickson

Campaign Director

Bec Daniher

Campaign Manager - Big Freeze

Donna Kennett

Chief strategy Officer

Jacqueline Witts

Colourist

Alina Berminham

Finished Art

Sam Tsui

Head of Project Management

Theresa White

Marketing & Communications Director

Anthea Hargreaves

Offline Editor

Phoebe Taylor

Online Artist

Drew Downes

Patron & Co-Founder

Neale Daniher

Planning director

Leigh Arbon

Production director

Lisa Moro

Senior Producer (Print)

Michael Travers

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