2013 IAB Awards | Creative Showcase Best of the Best Winner

The Most Powerful Arm
Agency: Reactive
Client: Save our Sons

The Problem
Duchenne Muscular Dystrophy (DMD) affects 1 in 3,500 children which causes a progressive deterioration of muscles. Reactive's aim was to start a petition to involve the Australian Government to create a policy on DMD and match the money raised by parents-charity "Save Our Sons", dollar for dollar.

The Solution
With this, they built a robotic arm that connects to Facebook so that all the sufferers as well as the public can sign the petition making the use of innovative technology that turns signing the petition into an experience.
Offline PR was also used which brought the story onto national television, newspapers, radio and blogs. Morning and daytime shows and formats with strong editorial content also responded strongly.

The Results
This campaign reached more than 20,000 signatures in only ten days (32,008 overall) which has been put forward to the Australia Government, posted on over 300 blogs, covered on primetime television, in almost every national newspaper and had over two million Facebook impressions. Awareness levels have grown exponentially and the web users donated more than $24,000.

 

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