Quick case – DISEASES DILEMMA
DISEASES DILEMMA (Australia)
Medical research organization poses as charity Sophie’s Choice, leading to AU$19m ($13.8m) in donations.
Brief Description
The Garvan Institute of Medical Research in Australia aimed to raise awareness, consideration, and funding for its cause among many disease-related charities. They launched “Disease Dilemmas,” a campaign showcasing real people with different diseases, posing tough questions about which condition deserved support.
The campaign presented pairs of individuals with distinct diseases, encouraging viewers to decide which should receive donations.
Launched across various media channels, including print, TV, digital, and outdoor spaces, the campaign ended in July. Each ad featured a QR code linking to a donation page.
Why is it significant?
It is a creative and effective initiative that raised funds and prompted meaningful discussions about supporting medical research that can simultaneously benefit multiple diseases.
The unique approach, simplicity in messaging, and multichannel strategy contributed to the efficiency.