HELLO.

THE TASK

1) Get people talking about MCRI

2) Drive donations

People care about today, tomorrow

can wait

You can’t SEE research

How do we make “preventative” a priority?

THE CHALLENGE

THE INSIGHTThe moment a child is hurting, parents would do anything to prevent it from

happening again.

STRATEGYOwn this moment of parental reaction to highlight the importance of prevention.

Australia’s first charitable BAND-AIDS.

Worn by kids…for kids.

THE BIG IDEA

HAPPY HEALTHY BAND-AIDS

Our Brand DNA

Parental Truth

Connection point

between parents and

kids

Connection point

between awareness

and donation

HAPPY HEALTHY PRODUCT

• Five Happy Healthy colours inside every box

• Pamphlet detailing MCRI initiatives

• Options to sign-up online to donate

untied or coloured

HAPPY HEALTHY DISTRIBUTION

• Leveraging J&J in-store network

• Default Hospital Band-Aid

• Integration within schools

HAPPY HEALTHY MEDIA

• Weekly Editorial Sarah Murdoch – Colour different research theme

• Sampling band-aids within Print

• Kidspot Gallery Showcase – “My Happy Healthy

Kid”

CAMPAIGN SUCCESS

20 Band-Aids per box = 10M impressions

2,500 ongoing new donors in database

Earned Media

500,000 Band-Aid boxes sold

$3,300,000 (Untied Donations)

Donations

1) It’s both campaignable and a future proof solution

2) Earned media at the core

3) Beneficial to both J&J and MCRI

4) Drives donations and awareness simultaneously

5) It’s unique to the Murdoch Childrens Research Institute

WHY THIS WORKS?

SUMMARY

INSIGHT The moment a child is hurting, parents would do anything to prevent it

from happening again.

STRATEGYOwn this moment of parental reaction to highlight the importance of

prevention.

CHALLENGEHow do we make “preventative” a priority?

BIG IDEA

HAPPY HEALTHY BAND-AIDS