“Who would you donate to?” - Know how this campaign informed people about the reality of saving lives!

Thursday: Gorillas of Guerrilla Marketing FROM THE DESK OF MILES EVERSON: Have you ever wondered how you can interact with your target audience in a meaningful and creative way? If you haven’t yet, maybe you should take a look at guerrilla marketing! As Jay Conrad Levinson said, campaigns of this type are simple to appreciate, easy to execute, and inexpensive. When executed properly, guerrilla marketing will help you create a lasting impression that enables consumers to actively remember your brand. Today, we’ll talk about an emotional campaign that encouraged its audience to help those in need. Continue reading below to know more about the topic! CEO, MBO Partners Chairman of the Advisory Board, The I Institute

“Who would you donate to?” - Know how this campaign informed people about the reality of saving lives! Everyone is faced with making countless decisions every single day. From everyday choices like what to wear or eat to monumental decisions like selecting a career path or life partner. Making these decisions is hard enough as it is, but imagine if a person also had to make decisions that greatly impacted the life and well-being of others. In 2021, Australians found themselves grappling with this dilemma as the Garvan Institute of Medical Research posed a thought-provoking question about the health and well-being of humans. Founded in 1963, the Garvan Institute of Medical Research is a leading multidisciplinary biomedical institute located in Sydney, Australia. The Garvan Institute’s scientists aim for a future where chronic diseases like cancer can be prevented. The organization’s scientists harness all the information encoded in the human genome like deoxyribonucleic acid (DNA) complex organ systems, to advance disease prediction, diagnosis, and treatment efforts. Throughout the years, Garvan Institute scientists have made breakthroughs in understanding and treating diseases like cancer, diabetes, osteoporosis, mental illnesses, eating disorders, and asthma. Unfortunately, the Garvan Institute’s efforts are largely unknown to the public. So, what did the biomedical research institute do to change this? The Garvan Institute, together with Australian marketing agency BWM Dentsu, came up with the “Disease Dilemmas” campaign. Here’s what they did: To raise awareness and secure funding for the biomedical institute’s groundbreaking research initiatives, the “Disease Dilemmas” campaign featured 12 people living with different diseases, each photographed in a plain background, looking directly into the camera. The campaign reached the public in numerous ways including still portraits displayed in bus shelters, billboards, sports stadiums, and even radio testimonials. Furthermore, each ad included a QR code that directed viewers to a web page dedicated for making donations. By asking a difficult question to its audience, the “Disease Dilemmas” campaign effectively brought the importance of the Garvan Institute’s medical research to the public’s attention. Moreover, the campaign was an effective tool in gathering donations for the biomedical research institute’s scientific and disease prevention initiatives. The results of the “Disease Dilemmas” campaign By bringing the struggles of those who were afflicted with chronic diseases to the public’s attention, the “Disease Dilemmas” made its target audience aware about the importance of the Garvan Institute’s research efforts. Additionally, the biomedical research institute received over USD 19 million in donations throughout the campaign period, enabling it to continue funding its initiatives. Aside from those results, the campaign received the following accolades: The “Disease Dilemmas” campaign gained over 87 million social media impressions. There was a 61% increase in the Garvan Institute’s website traffic. The campaign generated a substantial USD 1.1 million in earned media. The campaign won an award under the Health & Wellness category in the Humanity and Culture cluster of the APAC Tambuli Awards in 2022. Clearly, these results show that Garvan Institute’s guerrilla marketing campaign was a hit! Congratulations, Garvan Institute of Medical Research and BWM Dentsu. You deserve a round of applause for this persuasive guerrilla marketing campaign! *Clap clap clap* — What is the key takeaway from the “Disease Dilemmas” campaign? Instead of just sharing facts and statistics about the Garvan Institute's initiatives, the organization humanized the impact of medical research by coming up with a guerrilla marketing campaign that informed the public about the struggles of individuals who were suffering from chronic diseases. As a result, the campaign sparked strong emotions in its audience and led to millions of dollars in donations that could be used to support the Garvan Institute’s life-saving research efforts. Remember: Guerrilla marketing campaigns can be used in promoting initiatives that contribute to saving human lives. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.     Do you want to know how this energy drink brand celebrated the 30th anniversary of its most iconic drink? See it in next week’s article!