Juvenile Diabetes Research Foundation Design & Branding NEEDLE PRICKS by GPY&R Sydney

NEEDLE PRICKS

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Australia
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Art Director Chris Crawford
Copywriter Bart Pawlak, Lachlan Lazar
Photographer Janyon Boshoff
Illustrator David Joubert
Released April 2012

Credits & Description

Category: Posters
Advertiser: JUVENILE DIABETES RESEARCH FOUNDATION
Product/Service: JUVENILE DIABETES RESEARCH FOUNDATION
Agency: GEORGE PATTERSON Y&R
Executive Creative Director: Julian Watt (George Patterson Y&R)
Creative Director: David Joubert (George Patterson Y&R)
Art Director/Illustrator: David Joubert (George Patterson Y&R)
Typographer: David Joubert (George Patterson Y&R)
Copywriter: Bart Pawlak (George Patterson Y&R)
Art Director: Chris Crawford (George Patterson Y&R)
Producer/Art Buyer: Blake Kendall (George Patterson Y&R)
Photographer: Janyon Boshoff (Contacts Photography)
Copywriter: Lachlan Lazar (George Patterson Y&R)
Illustrator: David Joubert (George Patterson Y&R)
Media placement: Metro Superlite - Sydney CBD - 18 April 2012

Describe the brief from the client
Committed to finding a cure for Type 1 diabetes, the Juvenile Diabetes Research Foundation tasked us with moving the public to continue donating towards their important work.

Describe the challenges and key objectives
A proliferation of worthy causes and a general lack of knowledge regarding the daily reality for young Type 1 diabetics meant that the Juvenile Diabetes Research Foundation had to compete aggressively for every donation dollar.

Describe how you arrived at the final design
The final design needed to engage people on a highly emotional level and compel them to donate instantly via the available QR Code.

It was inspired by the most sobering aspect of life with Type 1 diabetes – the staggering amount of needle pricks a sufferer must endure every day.

The result was a series of posters showing young Type 1 diabetes sufferers. Each poster subjected to the same needle pricks the children they depict have endured since birth.

Give some indication of how successful the outcome was in the market
Campaign still in market.