Steve Waugh says pronouncing the names of rare diseases is the easy part
The Steve Waugh Foundation has found a new way to draw attention to the challenges faced by children with rare diseases, comparing the ease with which they can say the complex names with the difficulty healthy people have in saying them.
The idea of the campaign, created by Havas Worldwide and Red Agency, draws on the theory that pronouncing the names of diseases is the easy part and that the bigger battle is finding ways to conquer them.
The campaign includes a series of five videos showcasing the struggles of healthy children to enunciate the names of diseases, while those who suffer from them could pronounce them well.
“There are more than 400,000 children in Australia affected by more than 8,000 rare diseases. Of these 8,000, a good majority of the disease names are near impossible to pronounce,” said Stuart Turner, executive creative director at Havas Worldwide.
“It’s pretty sobering when you meet these children who can say the most complicated disease name with utmost ease. But when you see what they have to endure you realise that pronouncing the diseases is the easiest part. We thought this insight was remarkably moving and would move people to donate.”
Steve Waugh, former Australian cricketer and founder at the Foundation said: “It has been a really successful year for the Foundation through [Havas and Red Agency’s] ongoing support. The team, their considered approach and creative thinking truly reflect the spirit of what we’re all about.”
The campaign will be rolled out on national TV, radio, print, and digital/social channels and runs until the end of October.
Credits
Creative Agency: Havas
- ECD – Seamus Higgins
- ECD – Stuart Turner
- Senior Account Manager – Carly Pelham
- Senior Account Manager – Lawrence Pretty
- Creative – Damian Galvin
- Creative – Zac Pritchard
- Head of Broadcast – Monique Pardavi
- Producer – Harriet Tahtouh
- Production Company: Finch
- Director – Nic Finlayson
- Producer – Catherine Anderson
- MD – Corey Esse
- DOP – Adisug Tubtim
- Key Grip – Toby Copping
- Sound – Steve Foy
- Post Production: The Butchery
- Editor – Jo Scott
- Colourist – Drew Downs
- Music – Ramesh Sathiah
- Sound Design – Song Zu
PR: Red Agency
- CEO, Red Agency Group & Group COO, Havas – James Wright
- Senior Account Manager & Behaviour Change Specialist – Nick Day
- Account Executive – James Kean
topics
Advertising
Campaign
Havas
Havas Worldwide
Red Agency
Steve Waugh
Steve Waugh Foundation
Stuart Turner
