The Neurological foundation is a non-profit that is wholly funded by individual New Zealanders to support research to find cures for a range of brain diseases and disorders. We worked closely with the Neurological foundation to develop an integrated campaign to help support their annual donation drive.
The campaign needed to appeal to a younger target audience and to do this we developed strategic territories which we took into initial testing to establish what could appeal most to this audience. Our campaign showcased real brain researchers and stood amongst traditional charity advertising. Using quirky content showcasing the Supramarginal Gyrus (a little known part of our brain that drives empathy).
We ran this campaign across social, online media, outdoor and TV, along with in-store across Mitre 10 Stores nationwide. The campaign was hugely successful driving awareness to the foundation and most importantly donations.
