The Garvan Institute of Medical Research has partnered with BWM dentsu to launch its first nationwide campaign, to raise awareness and funding for its genomics research.
There are thousands of disease-related charities in Australia. But, according to the campaign’s PR partner Haystac, unless you have a personal connection to a specific cause, this creates a real dilemma: how do you decide who to help?
The new campaign, ‘Disease Dilemmas’, puts Australians in the position of trying to choose who they’d donate to—the young mother with pancreatic cancer or the retired musician with Parkinson’s disease? The teacher with a kidney condition or the student with immune disease?
The choice is brought to life through portrait pairings of real people living with different diseases, with each execution posing its own dilemma that challenges people to think and interact, with the ultimate aim of getting viewers to donate to Garvan, whose genomics research “can help them all”.
“We are incredibly grateful to our 12 heroes, the men and women living with disease, who shared their personal stories in such a raw and powerful way,” Mara-Jean Tilley, director, Garvan Research Foundation, said.
“We know the power of medical research to change lives—we see it. It’s a privilege for the Garvan Institute to be able to share these stories and really articulate the hope that medical research can provide.”
All hero testimonials are based on a connection to Garvan and were voluntarily shared to inspire and move the public to action, Haystac said.
Oskar Westerdal and Jon Foye, creative directors at BWM dentsu, added: “Getting to know our heroes has certainly proven just how impossible it is to choose supporting one disease over another.
“Bringing these stories to life has been emotional, humbling and incredibly inspiring, and we are so grateful for the support of our director-photographer Simon Harsent, the Pool Collective and all our production partners who’ve made it all happen.”
Credits for the campaign are as follows:
Client: Garvan Institute of Medical Research
Director, Garvan Research Foundation: Mara-Jean Tilley
Deputy director, Garvan Research Foundation: Brad Timms
Marketing manager: Anna Sweeney
Creative agency: BWM dentsu
Executive creative director: Marcus Tesoriero
Creative directors: Oskar Westerdal & Jon Foye
Creative consultant: Rob Belgiovane
Creative: Oskar Westerdal, Jon Foye and Asheen Naidu
Executive producer broadcast/integrated: Margot Fitzpatrick
Senior integrated producer: Emma Durlacher
National production Lead: Lauren Reilly
Design director: Eeuwout Baart
Senior finished artist and designer: Alanna Rados
Editor: Brendon Killen
Digital art director: Thomas Deng
Managing director: Brent Kerby
Head of client services: Sophie Lander
Group account director: Andrew Henderson
Senior account manager: Jessica Walley & Ashley Martin
Strategic planner: Karl Bates
Production: The Pool Collective
Director & photographer: Simon Harsent
Executive producer: Cameron Gray
Post producer: Emily Newbould
Colourist: Ben Eagleton
Sterne Creative: Mark Sterne
Website production: Isobar
Chief engagement director: Elaine Loke
Project manager: Ritika Jhaver
Web developer: Rhys Martindale
Audio production: Rumble Studios
Executive producer: Michael Gie
Senior sound designer: Tone Aston, Cam Milne & Liam Annert
Licensing supervisor: Koo Abuali
Media: dentsu Amplifi, and Carat
Chief investment officer, Amplifi: Michael Bass
Chief investment officer, Carat: Craig Cooper
Managing director: Lauren Small
Client partner: Sue Cant
Head of OOH: Emma Hegg
National production manager: Rebecca Eastman
Project manager, platforms and OOH production: Hayley Kingsley
Investment manager: Al Vari
Client manager: Kristina Endrikhovskaia
Group business director: Carolina Fullen
Account manager: Mariel Malabanan
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