Garvan Institute Confronts Charity Choice In ‘Disease Dillemas’ Via BWM Dentsu

Garvan Institute Confronts Charity Choice In ‘Disease Dillemas’ Via BWM Dentsu

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”.

You can check out the campaign’s hero video below via YouTube, and further videos from the campaign here, and at the campaign website.

“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-production: Fin

Post producer: Emily Newbould

Colourist: Ben Eagleton

Retouching

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

Music: Bopper

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

PR: Haystac

Group business director: Carolina Fullen

Account manager: Mariel Malabanan




Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]