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Campaign of the Year

Campaign Title

The Most Powerful Arm Ever Invented

Save Our Sons

Red Agency

Save Our Sons is an Australian charity dedicated to raising awareness and funds for Duchenne muscular dystrophy, a rare and fatal muscle degenerative disease that affects 1 in 3,500 boys worldwide. The charity wanted to approach the Australian government, to match monies already raised ($1.75million) to fund imperative clinical trials. For this they needed to gain the support of the Australian public, but the charity and disease itself lacked national awareness.  

The Most Powerful Arm Ever Invented was created to capture public interest and support for the cause. With no budget behind the campaign, disseminating key messages about the disease and the call to action relied solely on PR. The strategy was to use Australian earned media channels to tell the story of DMD sufferers and drive people to the robot arm for immediate action.  Key media targets were identified across TV, radio, online and print, as well as parenting, lifestyle, technology and health verticals and social media.

Following the campaign, a pharmaceutical company agreed to commence clinical trials with funds raised to date, rather than waiting for the total sum required from government.