An extended campaign post-analysis of including the strategy, execution and results of this extraordinary campaign for Save Our Sons, a small charity fighting Duchenne muscular dystrophy.
Save Our Sons is a small charity for Duchenne muscular dystrophy (DMD), a rare and fatal muscle degenerative disease that affects one in 3500 boys. The charity had raised $1.75 million in Australia towards funding crucial clinical trials of a new treatment and wanted to approach government to provide the remaining funds needed.
The charity and disease has a limited public profile and had been unable to secure a meeting with the Australian government.
To attract government attention, they first needed to gain the support of the public, a significant challenge given the disease’s low awareness.
The ‘Most Powerful Arm Ever invented’ by Red Agency, Havas Worldwide Australia, Finch and Reactive, was the world’s first petition- signing robot that would sign for those that can’t, was created to capture public interest and support. Without any budget for bought media, PR was the sole driver for the campaign.
This case study details the objectives, strategy, execution and results of this extraordinary campaign.