Stop the Spread
Melanoma Institute Australia
Issue 37 | December 2015
Agency
Disciple Communications
Creative Team
Creative Partner Pete Buckley Creative Partner Tim Brown Art Director Peter Defries Copywriter Alan Wilson Designer Ilya Aronovich
Production Team
JCDecaux Innovate FRAME SET MATCH Creative Director Andreas Wanda 3D animator Dylan Neill Producer Tina Braham Technology Partner FINCH Account Director Surungi Emily Hohol Account Executive James Arnold Melanoma Institute Australia Communications Manager Leah Slattery Marketing Manager Rebecca Havas Marketing Coordinator Ariane Forsythe
Date
October 2015
Background
Australia had the highest incidence of melanoma in the world, with one person dying every six hours. Melanoma Institute Australia had been making some major breakthroughs in curing what was sometimes called Australia's national cancer. But as they were a not for profit organisation, they relied on the incredible generosity of the community to continue their vital work.
Idea
Stop the Spread was a digital panel outdoor campaign that demonstrated in real time how every donation got real results. The digital panel displayed a visual representation of a melanoma tumour that slowly grew until a donation was made via PayPass Tap And Go. The melanoma cell animation reacted to each donation by shrinking down considerably before it started growing again. If multiple people tapped and made a donation, the melanoma continued to shrink until it was barely there.
Results
Not yet available.
Our Thoughts
There are two kinds of digital advertising developing side by side. On the one hand is the data-driven, programmatic model in which computers with brains work out who to target, where and when. This is a future of ever-increasing AI and not everyone is in a hurry for it to arrive.
On the other hand, there is the digital revolution which satisfies the unchanging human urge to be curious, to investigate, to get involved. And that’s where this fabulous instance of digital outdoor comes in. Created in partnership with outdoor specialists JCDecaux, the message is there to be actively embraced rather than passively consumed, thus turning passers-by into donors.