The Challenge

For over 60 years, the Garvan Institute of Medical Research has been at the forefront of groundbreaking discoveries in biomedical research, focusing on diseases such as cancer, diabetes, and neurodegenerative conditions. However, despite their research excellence and the significant advances made in medical science, Garvan faced a pressing challenge: securing sufficient funding to continue and expand their work. Like many research institutions, they rely heavily on public donations to sustain their efforts.

The challenge was twofold: First, they needed to raise awareness among the public about the crucial role that the institute plays in combating some of the most life-threatening diseases. Second, they needed to communicate the tangible benefits of supporting Garvan's work, motivating individuals to contribute financially. The difficulty lay in translating complex scientific research into messaging that would resonate emotionally with the public, while making the urgency of the need for support clear. With this in mind, Garvan partnered with Dentsu to create a campaign that would address these challenges and spark public interest in a meaningful way.

The Solution

Dentsu’s approach was to create an emotionally compelling and thought-provoking campaign that placed the viewer in the heart of the issue, encouraging them to make difficult decisions. Titled Disease Dilemmas, the campaign took an innovative approach to public engagement by focusing on real people who were grappling with serious illnesses such as cancer, diabetes, and Parkinson's disease.

At the core of the campaign were a series of emotionally charged video advertisements, in which individuals facing these diseases were presented with a difficult, hypothetical choice: if they could only fund the research for one disease, which would they choose? This framing forced viewers to grapple with the personal and emotional weight of such a decision, underscoring the difficult realities that patients face daily and the equally tough choices that research institutions, like Garvan, must contend with due to limited funding.

The emotional and ethical dilemma served a dual purpose: it educated the public on the scope of Garvan’s research across multiple life-threatening diseases, while also fostering empathy by connecting the scientific work to the human lives affected by it. By highlighting these personal stories, Dentsu humanized the Garvan Institute’s mission, moving beyond abstract scientific goals to focus on the real-world impact their work has on patients and their families.

To amplify the reach of the campaign, Dentsu employed a multi-channel strategy, utilizing television, social media, and digital platforms. The visually striking advertisements were coupled with calls to action, encouraging people to learn more about Garvan’s research and to donate directly through the campaign’s dedicated online portals. The interactive nature of the digital components allowed people to engage with the Disease Dilemmas in a deeper, more personal way, as they were prompted to make decisions about which diseases should receive funding, mirroring the experience of those featured in the campaign.

In addition, the campaign used targeted social media advertising to reach specific demographics more likely to engage with and support medical research. With this digital-first approach, the message was further personalized, allowing individuals to see the direct connection between their donations and the impact on disease research.

The Results

The Disease Dilemmas campaign was met with resounding success, exceeding the initial objectives and delivering impactful results for the Garvan Institute. Over the course of the campaign, the following key achievements were noted:

• The campaign generated 87 million impressions across various media platforms, reaching a broad audience and significantly increasing public awareness of the Garvan Institute and its research efforts.
• The media coverage of the campaign was extensive, generating over USD $1.1 million in earned media, further enhancing the visibility of Garvan’s work without additional advertising spend.
• Garvan's website experienced a 61% rise in traffic during the campaign, as more people sought to learn about the institute and its research breakthroughs.
• Spontaneous awareness of the Garvan Institute increased by 33%, a testament to the campaign’s ability to engage the public in a meaningful and lasting way.
• Most importantly, the campaign resulted in a significant financial boost for the institute, raising over USD $19 million in donations, representing a 222% return on investment (ROI).

The financial outcome exceeded expectations, but more than that, the campaign fostered a deeper understanding and appreciation of Garvan's mission. The increase in public awareness and the broad engagement across media platforms suggested that Dentsu’s approach succeeded not only in attracting attention but also in cultivating long-term support for the institute's ongoing research efforts.