SMART Sydney, Melbourne & Auckland offices combine in pro-bono campaign for NeuRA
SMART’s Sydney, Melbourne and Auckland offices have joined forces to create a new pro-bono campaign for NeuRA (formally Neuroscience Research Australia). NeuRA is internationally recognised for its groundbreaking research into the brain, with the goal of finding cures for diseases such as Parkinson’s, Alzheimer’s and Dementia, as well as treating people with serious head injuries.
Geared towards an ageing population, the multi-channel campaign makes the point that despite some some behaviours suggesting otherwise, we all have a brain and NeuRA’s research is vital to its health. Employing subtle humour through a classic illustrative technique and understated voiceover in the television and radio work, the campaign highlights some of humankind’s less intelligent activities to encourage donations towards research into how we can all better use our brains.
Says SMART’s executive creative director, John Mescall: “There’s pretty much one guarantee in life: if you live long enough, you’re either going to contract a disease of the brain yourself, or experience the pain of a loved-one being afflicted.
Our target audience is largely older Australians, and it hones in on their two key topics of conversation: their health and the appalling stupidity of modern popular culture. By combining the two, we’ve got a campaign theme that’s both relevant and engaging. And that doesn’t resort to scary, depressing imagery. That’s what TV news is for.”
Mescall continues: “Gaining cut through in this highly cluttered charity sector is always a challenge. By creating a campaign that hopefully raises a smile to establish an emotional connection for our target and their most valuable asset – their brain – we hope to achieve better visibility and awareness – and most importantly donations – for NeuRA.
We are particularly grateful to Method Studios (previously MRPPP) and Flagstaff Studios for donating their time and considerable talents to this important cause.”
The integrated campaign launches next Monday 5th September with TV, radio, print and digital activity across eBAY, MCM, Empowered and News Digital. The campaign is SMART’s second for NeuRA, following the agency’s appointment last year to reposition and rebrand the organisation and launch a new national signature campaign to inform the international community about NeuRA’s research and activities.
CREDITS:
Agency
SMART
Creative Team
John Mescall, Ben Clarke
Account Management
Frith Morrissey
Post Production
Method Studios (previously MRPPP)
Audio
Stevo @ Flagstaff