The Garvan Institute confronts the public with ‘Disease Dilemmas’ campaign 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 ground-breaking genomics research.
There are thousands of disease-related charities in Australia. But unless you have a personal connection to a specific cause, this excess of charities creates a real dilemma – how do you decide who to help?
‘Disease Dilemmas’ puts Australians in the uncomfortable 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?
These impossible choices are brought to life as portrait pairings of real people living with different diseases, each execution posing its own unique dilemma that challenges people to think, interact and ultimately donate to Garvan, whose genomics research can help them all.
Says Mara-Jean Tilley, director, Garvan Research Foundation: “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. 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 genuine connection to Garvan and were voluntarily shared to inspire and move the public to action.
Says Oskar Westerdal and Jon Foye, creative directors at BWM dentsu: “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.”
The Garvan cause mobilised the industry to collaborate. Alongside the Pool Collective, the campaign counted on support from Fin, Rumble Studios and Bopper. From the dentsu network, Isobar, Haystac, dentsu Amplifi and Carat joined forces with BWM dentsu. The work is entirely pro-bono and includes strategy, creative, media, PR and support from the media partners.
Starting Monday 8 March with print, the media plan includes TV, radio, digital, OOH, cinema and takeovers in train stations and a sports stadium.
Says Marcus Tesoriero, ECD, BWM dentsu: “Charity overload is a real challenge for the Australian public, so we can’t wait for this campaign to fully roll out and tackle the issue in a variety of formats. In addition to screen exposure, the mass of media placements, that have been secured through dentsu media and our generous partners, have allowed us to physically impose disease dilemmas in busy public spaces, train stations and even sports stadiums – capturing people’s attention in a big way, showing how one donation gives to all.”
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
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Marcus Tesoriero
Executive Creative Director: Asheen Naidu
Creative Directors: Oskar Westerdal & Jon Foye
Creative: Oskar Westerdal, Jon Foye & Asheen Naidu
Executive Producer Broadcast/Integrated: Margot Fitzpatrick
Senior Integrated Producer: Emma Durlacher
National Production Lead: Lauren Reilly
Head of Print Production: Simon Holdaway
Design Director: Eeuwout ‘Dutchy’ Baart
Senior Finished Artist & 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 & Carat
Chief Investment Officer, Amplifi: Michael Bass
Chief Investment Officer, Carat – Craig Cooper
Managing Director – Lauren Small
Client Partner: Sue Cant
Head of Out of Home: Emma Hegg
National Production Manager: Rebecca Eastman
Project Manager, Platforms & OOH Production: Hayley Kingsley
Investment Manager: Al Vari
Client Manager: Kristina Endrikhovskaia
PR: Haystac
Group Business Director: Carolina Fullen
Account Manager: Mariel Malabanan
13 Comments
Brilliant work.
Bold, striking and effective.
Now this is good.
I’m sorry to say that the recent work shown here for NRMA and Women’s Day has a distinct air of virtue signalling and contrivance. which is a shame. Both are worthy matters. But ultimately will not shift the needle. This work is built on an insight and keeps it front and centre and asks the audience to lean in to it. Simplicity at its absolute best.
This is a great idea beautifully crafted. Fantastic work all involved.
A strategic stroke of genius.
This is great work BWMers. Great lesson in making the complex simple and powerful. Can’t wait to see this rolling out. Well done
Lovely. Crafted. And well executed and polished Mr Harsent.
Engaging, powerful work.
Well done.
Well done Oskar, Jon and Asheen.
An old idea executed very, very well for a worthy cause struggling for relevance with broad contemporary audiences. Hardly genius but still beautifully done.
Simple, personal and confronting. Thank you for creating it.
Beautifully simple and powerful. Well done to everyone involved.
Nice work. Congrats to all.