With thousands of disease related charities competing for donations, how do you decide who to help? The Garvan Institute of Medical Research needed a solution to help inform the public of their vital work, and to allow them to compete with better-known charities in Australia.
We confronted the public with a range of life-threatening diseases, posing these exact questions: 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 challenged the public to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help all of them.
19M in donations were raised throughout the campaign, with 87M gained in online impressions. There was also a 61% increase in traffic to Garvan's website.