Parkinson’s Victoria DM A message from Jennifer by DDB Melbourne

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A message from Jennifer

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Australia
Agency DDB Melbourne
Director Jake Robb
Executive Creative Director Grant Rutherford
Copywriter Ruben Cirugeda, Glen Dickson
Producer Jackie Fish
Digital Creative Director Steven Skrekovski
Released September 2011

Awards

Caples Awards 2012
Direct Mail & Print Direct mail, flat Finalist

Credits & Description

Advertiser: PARKINSON'S VICTORIA
Agency: DDB MELBOURNE
Category: Flat Mailing
Advertising campaign: A MESSAGE FROM JENNIFER
DOP: Garry Richards (Fiction)
Creative Director: Glen Dickson (DDB Melbourne)
Director: Jake Robb (Fiction)
Sound Producer: Kate Reynolds (Risk Sound)
Digital Creative Director: Steven Skrekovski (DDB Tribal)
Client Service: Tess Doughty (DDB Melbourne)
Music Supervision: Tracy Callan (Level Two Music)
Creative Director: Ruben Cirugeda (DDB Melbourne)
Executive Creative Director: Grant Rutherford (DDB Melbourne)
Music Supervision: Karl Richter (Level Two Music)
Online Editor: Marissa Brain (DDB Melbourne)
Jonsi & Alex: Music Track (‘Indian Summer’)
Head Of Broadcast: Simon Thomas (DDB Melbourne)
Sound Engineer: Dylan Stephens (Risk Sound)
Producer: Jackie Fish (Fiction)
Account Service: Richie Taaffe (DDB Melbourne)
Art Director: Ruben Cirugeda & Glen Dickson (DDB Melbourne)
Copywriter: Ruben Cirugeda & Glen Dickson (DDB Melbourne )

Client Brief Or Objective
Parkinson’s Victoria funds research into Parkinson’s Disease. They rely on donations. We needed to turn this unreliable trickle into a steady flow.

Outcome
The campaign launched in June 2012 and early results have been outstanding. Parkinson’s Victoria has signed up 3 new corporate partners — each pledging to give $10,000 plus. Generous one-off donations of $5,000 (and counting) have also started rolling in.

Execution
As Marshall McLuhan said, 'The medium is the message'. Even something as simple as asking for support is difficult for someone with Parkinson’s Disease. Jennifer’s message was painful to deliver – and painful to watch. But it was easy to act upon. Each recipient was urged to donate to Parkinson’s Victoria via a unique URL.

Implementation
30 hand-picked captains of industry received a CD. Each watched Jennifer (a woman with Parkinson’s) wake up, then write a name – their name – on an envelope and struggle out into the world. It becomes clear that Jennifer is making the painful journey just for them. Each sees her travelling right up to his/her businesses’ front door: they’re watching the making of the film they’ve just received. A plea hard to deliver, but easy to act on.