Canterbury Medical Research Foundation tasked us to completely rethink how to inspire potential new donors.
Our answer was to reframe CMRF’s work as so much more than just giving to charity. To support CMRF is to ‘Invest in life’.
We then used the ‘Invest in life’ platform to explore all three sides of each 'research story’ — the researcher, the family beneficiaries and the investor.
The results were astounding.
CMRF’s website received the same amount of hits in the two weeks after launching the campaign as it did in the whole year previously.
Agency: Strategy.
Creative Partner: Rupert de Paula.
Creative Director: Lee Parkinson.
Design Director: Chris Flack.
Creatives: Liam Ooi & Angus Hay.
Directed by Simon Waterhouse at Resonate.
Photography by Lee Howell.