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.

View the campaign website

The Garvan Institute confronts the public with ‘Disease Dilemmas’ campaign via BWM dentsu

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.

The Garvan Institute confronts the public with ‘Disease Dilemmas’ campaign via BWM dentsu

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.

The Garvan Institute confronts the public with ‘Disease Dilemmas’ campaign via BWM dentsu

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

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