Cannes Lions

THE MOST POWERFUL ARM EVER INVENTED

REACTIVE, Melbourne / SAVE OUR SONS / 2013

Awards:

1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

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Overview

Description

Problem:


Sufferers of fatal muscle disease Duchenne Muscular Dystrophy (DMD) needed awareness and government funds for clinical research.

Solution:


Our innovative campaign fused on- and offline, offering Australians to use the world's first Facebook-activated, petition-signing robot arm. To make the arm more powerful, the handwriting is that of DMD sufferer Jacob, a teen who is now so weak he can no longer lift a pen.

Results:


In 4 weeks the arm wrote over 22,500 signatures. The website achieved over 55,000 views and a conversion rate of 52%. The campaign made international headlines on TV and online.

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