In 2015, Vodafone Foundation developed DreamLab - a mobile app that enables anyone with a smart phone to donate their phone's processing power to help speed up pioneering genomic cancer research.

DreamLab works by crunching research data for the Garvan Institute of Medical Research while the phone owner sleeps (or leaves their phone idle). So, the more mobile owners we recruit across the country, the faster DreamLab can solve some of cancers toughest problems.

Previously limited to Android users, October 2017 marked the launch of DreamLab on the Apple Store, making it available to the majority of Australians for the first time. With limited budget, a media takeover had to be engineered to drive significant downloads of the app nationwide. We needed Australia's media outlets to support the cause and call on Australians to join in on the newest fight against cancer.

In order to reach as many individuals as possible, we recruited the most connected LinkedIn influencers, including Scoot Airlines Managing Director, Jarrod Simcox, and Prime Time News Anchor, Sandra Sully, to launch our social activation. With the nation returning to work on Monday, 23 October 2017, hundreds of influencers updated their job title overnight, instantly sending direct notifications to their giant social networks, through our new covert media channel.

Driven by the opportunity to do good and our unexpected media placement, Australian and International LinkedIn users responded rapidly by adopting the job title change, triggering a wave of title changes never seen before on the platform. Over the next week, news about the DreamLab app continued to spread through the network rapidly and organically, with new notifications arriving in thousands of users inboxes with each new job change. PR then fueled the fire, with our campaign gaining national news coverage.