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HELLO.
THE TASK
1) Get people talking about MCRI
2) Drive donations
People care about today, tomorrow
can wait
You can’t SEE research
How do we make “preventative” a priority?
THE CHALLENGE
THE INSIGHTThe moment a child is hurting, parents would do anything to prevent it from
happening again.
STRATEGYOwn this moment of parental reaction to highlight the importance of prevention.
Australia’s first charitable BAND-AIDS.
Worn by kids…for kids.
THE BIG IDEA
HAPPY HEALTHY BAND-AIDS
Our Brand DNA
Parental Truth
Connection point
between parents and
kids
Connection point
between awareness
and donation
HAPPY HEALTHY PRODUCT
• Five Happy Healthy colours inside every box
• Pamphlet detailing MCRI initiatives
• Options to sign-up online to donate
untied or coloured
HAPPY HEALTHY DISTRIBUTION
• Leveraging J&J in-store network
• Default Hospital Band-Aid
• Integration within schools
HAPPY HEALTHY MEDIA
• Weekly Editorial Sarah Murdoch – Colour different research theme
• Sampling band-aids within Print
• Kidspot Gallery Showcase – “My Happy Healthy
Kid”
CAMPAIGN SUCCESS
20 Band-Aids per box = 10M impressions
2,500 ongoing new donors in database
Earned Media
500,000 Band-Aid boxes sold
$3,300,000 (Untied Donations)
Donations
1) It’s both campaignable and a future proof solution
2) Earned media at the core
3) Beneficial to both J&J and MCRI
4) Drives donations and awareness simultaneously
5) It’s unique to the Murdoch Childrens Research Institute
WHY THIS WORKS?
SUMMARY
INSIGHT The moment a child is hurting, parents would do anything to prevent it
from happening again.
STRATEGYOwn this moment of parental reaction to highlight the importance of
prevention.
CHALLENGEHow do we make “preventative” a priority?
BIG IDEA
HAPPY HEALTHY BAND-AIDS