JDRF launches first integrated above the line campaign
Diabetes not-for-profit JDRF has launched its new integrated campaign, aiming to drive donations for type 1 diabetes research.
The announcement:
JDRF is urging Australians to support vital T1D research with the launch of a new integrated campaign. “Could you be the 1?” reveals the stark realities of living with T1D by the numbers across digital, social, OoH and earned media, in support of its second annual Giving Day fundraiser.
Its first ever above the line campaign, “could you be the 1?” is part of JDRF’s ongoing evolution from a primarily traditional event-based fundraising approach to one that embraces a wider array of communications channels and offers the community a range of ways to support their mission.
The onset of COVID-19 cancelled 43 planned events, creating a need to innovate and embrace new platforms quickly to ensure mission delivery. This year, JDRF is aiming to top last year’s $1.2M raised toward T1D research using its new, digital-led campaign.
“Could you be the 1?” illuminates the confronting numbers that often remain hidden behind a life with T1D:
- Eight Australians are diagnosed with T1D each day, joining more than 125,000 already living with the condition,
- 206,000 insulin injections are given each day: and,
- $1.5 million is spent daily by people with T1D on healthcare.
The campaign poses a question – could you be the 1 to help stop type 1 diabetes? Could you be the 1 whose dollar makes a difference? – calling on support from the public to turn the numbers around by donating to Giving Day and doubling their impact on T1D research.
David Leahy, Head of Marketing & Communications at JDRF, says: “Our market research shows that people want to explore different ways to support our mission. At the same time, we consistently see a lack of understanding of the impacts of T1D and we have found numbers to be an excellent way of tackling this. T1D is not just a children’s condition – it’s lifelong and chronic and we have used the numbers to convey some of the impacts and how people can help us change some of these numbers”.
A collaborative effort, JDRF engaged OPR Agency across creative and earned, and Sparro across digital, to launch the campaign, to highlight the urgency of finding treatment options to alleviate the physical and emotional burden of T1D. Media will be amplified across digital, radio, out of home, print and social. The campaign was supported through the use of an oOH! Media open award package secured by JDRF supporter Paul Tadich and radio ads voiced by Australian comedian Joel Creasey, whose sister lives with T1D. Additional paid channels include The West Australian, Acast and Smooth FM as well as social and digital display advertising.
Drawing on the emotional burden of T1D and the never-ending numbers game faced by those impacted, the earned media campaign will unpack the constant pressure that T1D places on too many Aussies and their families.
With support, JDRF can continue to pioneer cutting-edge T1D research to improve lives and one day find a cure. “Could you be the 1?” is part of the organisations aims to reach a wider audience and increase awareness of the challenges of T1D.
For more details and to donate to the JDRF Giving Day appeal visit: jdrf.org.au/give.
Credits:
Client: JDRF Australia
Head of Marketing & Communications: David Leahy
Marketing & Communications Manager: Rimsha Zahid
PR & Content Manager: Rhiannon Kenyon
Graphic Designer: Shanna McGrath, Shanna Creative
Creative Agency: opr agency
Creative Director: Bridget Jung
Head of Strategy and Creative: Miriam Wells
Managing Director: Rachel Stanton
Associate Director: Samantha Gale
Account Director: Emma Nunan
Senior Account Executive: Fiona Sinclair
Digital agency: Sparro
Partner: Morris Bryant
Digital Marketing Executive: Felicia Charman
Digital Marketing Executive: Brian Tran
Website Production: Morning Studio
Director and Lead Developer: Dillon Connelly
Co-Founder & Production Manager: Christie ConnellyVideo Production: Yabby Films
Producer: Alex Niass
Source: JDRF media release
