Motor Neurone Disease New Zealand: David's unusables

Motor Neurone Disease New Zealand, a health charity, spread awareness of the condition by partnering with an online auction, earning significant media coverage for a media ROI of 20:1.

Campaign Summary

We needed to increase awareness and understanding of Motor Neurone Disease.

The debilitating nature of Motor Neurone Disease (MND) means that overtime your muscles deteriorate to a point where you lose the ability to use everyday items.

To demonstrate this, we created 'David's Unusables' – a media-led idea that charted the 'real-life' decline of David Seymour by selling items he could no longer use on NZ's leading e-marketplace – Trade Me (a NZ version of Ebay).

By combining forces with Trade Me, we were able to use auctions as a central storytelling device that captured nationwide attention and...

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