Social and Influencer > Social Content Marketing
I'M NEALE DANIHER
CLEMENGER BBDO, Sydney / FIGHTMND / 2023
Awards:
Overview
Credits
Overview
Why is this work relevant for Social & Influencer?
We used social media to allow the general public to become part of the idea. Without social media, the campaign simply couldn't exist.
Background
Since Neale Daniher was diagnosed with Motor Neurone Disease in 2014 he has always been the voice of FightMND, a charity that was created to help find the cure for the debilitating condition.
But in 2022, it unfortunately took away one of his greatest weapons: his voice. How could FightMND continue to create a rallying cry to the entire country when their only spokesperson had lost the ability to speak?
We needed to find a new way to get FightMND's message out there to encourage people to donate money to this important cause and help find the cure.
Describe the creative idea
When a cruel disease stole Neale's voice, we were able to help him give his loudest speech yet.
By leveraging the duet feature on TikTok, the whole of Australia could help co-create our campaign by donating their voice to a video of Neale. And when he spoke, everybody listened.
Describe the strategy
FightMND is a charity organisation that was started by retired AFL Footballer Neale Daniher to find the cure for motor neurone disease. Australians love Neale and have always responded to his emotional speeches urging them to donate to his cause. So when the disease took away his voice in 2022, we knew we had a problem.
The strategy for this campaign was to take that negative, and turn it into a positive. By allowing people to be the voice of the campaign, we could also teach them about the devastating effects that motor neurone disease has on its victims, and encourage donations.
We used TikTok to target all Australians, with a focus on Greater Melbourne and AFL Football enthusiasts. TikTok not only allowed us to tap into the existing behaviour of duetting videos, but also allowed us to approach a new, more youthful demographic.
Describe the execution
A silent video of Neale was released on TikTok with his speech added as typographical supers. Users were then encouraged to respond with the duet feature. They would then feature in a new user-generated video, alongside Neale, saying his speech for him.
The video appeared from May 1, 2022 through to June 13, 2022.
List the results
Our campaign became the number one trending TikTok UGC of the month.
It had a 47% greater view through rate than TikTok benchmarks.
And it lead to a record-breaking $19.8 million in donations.
That's almost $1 for every Australian.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Australian Rules Football, also known as AFL, is the number one sport in Australia. Neale Daniher was a famous player who retired from the sport back in 1990 due to injury. He went on to become a very successful coach through the 2000’s.
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