THE WORK · WEHI
ALL THE WORKYou Are the Cure
WEHI · Brand awareness and fundraising campaign
- In the mediaCampaign Brief and B&T
THE STORY
WEHI is a world-renowned medical research institute. Millions of people are living healthier lives today because of WEHI’s medical discoveries.
However WEHI’s research, while vitally important, takes time to realise benefits. Discoveries that lead to disease treatments and cures are usually decades in the making.
Following our New Truth™ Process, DPR&Co’s strategy is to portray WEHI and its medical breakthroughs as answering a community need that is urgent, critically important – and personal. We decided to focus on patients – with a wide range of illnesses – rather than researchers.
Our campaign is intimate and personal, asking our audience to imagine themselves in a similar situation. Finally, we connect future cures and treatments to today’s donor audience with the positioning line: You are the cure.
- AudienceConsumers 45+ in Melbourne, Brisbane, Sydney, Canberra
- ChannelsProgrammatic digital, social, paid search
- DeliverablesOLV, digital display, social display
- In the mediaCampaign Brief and B&T
