The Most Powerful Arm Ever Invented

Posted by IAB Australia On May 14, 2013 Research & Resources


April – May 2013 winner:┬áThe Most Powerful Arm Ever Invented
Client: Save our Sons
Creative Agency: Reactive
Collaborating Agencies: Havas, Finch & Red
Campaign type: Microsite
Industry: Health

Campaign Information
Duchenne Muscular Dystrophy (DMD) affects 1 in 3,500 children which causes a progressive deterioration of muscles. Reactive’s aim was to start a petition to involve the Australian Government to create a policy on DMD and match the money raised by parents-charity “Save Our Sons”, dollar for dollar.

With this, they built a robotic arm that connects to Facebook so that all the sufferers as well as the public can sign the petition making the use of innovative technology that turns signing the petition into an experience.

Offline PR was also used which brought the story onto national television, newspapers, radio and blogs. Morning and daytime shows and formats with strong editorial content also responded strongly.

This campaign reached more than 20,000 signatures in only 10 days (32,008 overall) which has been put forward to the Australia Government, posted on over 300 blogs, covered on primetime television, in almost every national newspaper and had over 2 million Facebook impressions. Awareness levels have grown exponentially and the web users donated more than $24,000.

Judge’s Comment
It’s one thing to create an interesting experience with technology. Its another to have it add a powerful layer of meaning to your subject. This manages both while keeping the experience hugely accessible and simple. Beautiful stuff.



IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.