Garvan
Disease
Dilemmas
Role: UX & Digital Art Direction
Agency: BWM Isobar
Credit: CDs Jon Foye & Oskar Westerdal
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022
• Bronze, Health & Wellness, Integrated Campaign
• Shortlisted, Design, Digital Design
• Shortlisted, Health & Wellness, Film Craft
• Shortlisted, Health & Wellness, Outdoor
• Shortlisted, Health & Wellness, Direct
Clio Awards 2022
• Bronze, Direct (Health & Wellness)
• Shortlisted, Integrated Campaign (Health & Wellness)
New York Festivals 2022
• Finalist, Healthcare
The Work 2022 - Campaign Brief
• Film/TV/Cinema (90 seconds and under)
• Ambient/Guerrilla
• Integrated
• Print - Newspapers & Magazines
• Mobile
• Digital + Online
• Work for Good
• Health & Pharma
• Out of Home - Billboards, Digital Screens, Bus & Bus Shelters, Rail, Taxi
Asia Pacific Tambuli Awards 2022
• Grand Prix, Health & Wellness / Humanity and Culture
D&AD Awards 2022
• Wood Pencil, Integrated Health & Wellbeing
The One Show 2022
• Bronze Pencil, Health & Wellness: Out of Home
• Merit, Pharma: Integrated Branding
• Shortlist, Direct Marketing: OOH
• Shortlist, Health & Wellness: Integrated Branding
• Shortlist, Health & Wellness: Out of Home
• Shortlist, Pharma: Online & Mobile
• Shortlist, Pharma: Out of Home
43rd AWARD Awards
• Bronze Pencil, Health Awareness and Social Responsibility
AdFest 2022
• Gold, Effective Lotus: Campaign Success
• Gold, Integrated Direct Campaign
• Silver, Intergrated Digital Campaign
• Bronze, Intergrated Design Campaign
• Bronze, Use of Online & Digital Platforms
• Bronze, Integrated Media Campaign
Spikes Asia 2022
• Integrated Spike
• Silver Spike, Digital & Interactive Design
• Silver Spike, Non-profit / Foundation-led Education & Awareness
• Short List, Direct Healthcare
• Short List, Media Healthcare
One Asia Creative Awards 2022
• Silver Pencil, Direct Marketing - Out of Home
• Silver Pencil, Direct Marketing - Integrated Campaign
• Bronze Pencil, Print & Out of Home - Billboards & Transit
• Bronze Pencil, Public Service & CSR - Non-Profit
• Merit, Print & OOH Craft - Art Direction
London International Awards (LIA) 2021
• Grand LIA, Pharma & Medical
• Gold, Pharma & Medical: Education and Services Campaign
• Bronze, Integration: Public Service/NGO/Charities
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022
• Bronze, Health & Wellness, Integrated Campaign
• Shortlisted, Design, Digital Design
• Shortlisted, Health & Wellness, Film Craft
• Shortlisted, Health & Wellness, Outdoor
• Shortlisted, Health & Wellness, Direct
Clio Awards 2022
• Bronze, Direct (Health & Wellness)
• Shortlisted, Integrated Campaign (Health & Wellness)
New York Festivals 2022
• Finalist, Healthcare
The Work 2022 - Campaign Brief
• Film/TV/Cinema (90 seconds and under)
• Ambient/Guerrilla
• Integrated
• Print - Newspapers & Magazines
• Mobile
• Digital + Online
• Work for Good
• Health & Pharma
• Out of Home - Billboards, Digital Screens, Bus & Bus Shelters, Rail, Taxi
Asia Pacific Tambuli Awards 2022
• Grand Prix, Health & Wellness / Humanity and Culture
D&AD Awards 2022
• Wood Pencil, Integrated Health & Wellbeing
The One Show 2022
• Bronze Pencil, Health & Wellness: Out of Home
• Merit, Pharma: Integrated Branding
• Shortlist, Direct Marketing: OOH
• Shortlist, Health & Wellness: Integrated Branding
• Shortlist, Health & Wellness: Out of Home
• Shortlist, Pharma: Online & Mobile
• Shortlist, Pharma: Out of Home
43rd AWARD Awards
• Bronze Pencil, Health Awareness and Social Responsibility
AdFest 2022
• Gold, Effective Lotus: Campaign Success
• Gold, Integrated Direct Campaign
• Silver, Intergrated Digital Campaign
• Bronze, Intergrated Design Campaign
• Bronze, Use of Online & Digital Platforms
• Bronze, Integrated Media Campaign
Spikes Asia 2022
• Integrated Spike
• Silver Spike, Digital & Interactive Design
• Silver Spike, Non-profit / Foundation-led Education & Awareness
• Short List, Direct Healthcare
• Short List, Media Healthcare
One Asia Creative Awards 2022
• Silver Pencil, Direct Marketing - Out of Home
• Silver Pencil, Direct Marketing - Integrated Campaign
• Bronze Pencil, Print & Out of Home - Billboards & Transit
• Bronze Pencil, Public Service & CSR - Non-Profit
• Merit, Print & OOH Craft - Art Direction
London International Awards (LIA) 2021
• Grand LIA, Pharma & Medical
• Gold, Pharma & Medical: Education and Services Campaign
• Bronze, Integration: Public Service/NGO/Charities
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022
• Bronze, Health & Wellness, Integrated Campaign
• Shortlisted, Design, Digital Design
• Shortlisted, Health & Wellness, Film Craft
• Shortlisted, Health & Wellness, Outdoor
• Shortlisted, Health & Wellness, Direct
Clio Awards 2022
• Bronze, Direct (Health & Wellness)
• Shortlisted, Integrated Campaign (Health & Wellness)
New York Festivals 2022
• Finalist, Healthcare
The Work 2022 - Campaign Brief
• Film/TV/Cinema (90 seconds and under)
• Ambient/Guerrilla
• Integrated
• Print - Newspapers & Magazines
• Mobile
• Digital + Online
• Work for Good
• Health & Pharma
• Out of Home - Billboards, Digital Screens, Bus & Bus Shelters, Rail, Taxi
Asia Pacific Tambuli Awards 2022
• Grand Prix, Health & Wellness / Humanity and Culture
D&AD Awards 2022
• Wood Pencil, Integrated Health & Wellbeing
The One Show 2022
• Bronze Pencil, Health & Wellness: Out of Home
• Merit, Pharma: Integrated Branding
• Shortlist, Direct Marketing: OOH
• Shortlist, Health & Wellness: Integrated Branding
• Shortlist, Health & Wellness: Out of Home
• Shortlist, Pharma: Online & Mobile
• Shortlist, Pharma: Out of Home
43rd AWARD Awards
• Bronze Pencil, Health Awareness and Social Responsibility
AdFest 2022
• Gold, Effective Lotus: Campaign Success
• Gold, Integrated Direct Campaign
• Silver, Intergrated Digital Campaign
• Bronze, Intergrated Design Campaign
• Bronze, Use of Online & Digital Platforms
• Bronze, Integrated Media Campaign
Spikes Asia 2022
• Integrated Spike
• Silver Spike, Digital & Interactive Design
• Silver Spike, Non-profit / Foundation-led Education & Awareness
• Short List, Direct Healthcare
• Short List, Media Healthcare
One Asia Creative Awards 2022
• Silver Pencil, Direct Marketing - Out of Home
• Silver Pencil, Direct Marketing - Integrated Campaign
• Bronze Pencil, Print & Out of Home - Billboards & Transit
• Bronze Pencil, Public Service & CSR - Non-Profit
• Merit, Print & OOH Craft - Art Direction
London International Awards (LIA) 2021
• Grand LIA, Pharma & Medical
• Gold, Pharma & Medical: Education and Services Campaign
• Bronze, Integration: Public Service/NGO/Charities
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022
• Bronze, Health & Wellness, Integrated Campaign
• Shortlisted, Design, Digital Design
• Shortlisted, Health & Wellness, Film Craft
• Shortlisted, Health & Wellness, Outdoor
• Shortlisted, Health & Wellness, Direct
Clio Awards 2022
• Bronze, Direct (Health & Wellness)
• Shortlisted, Integrated Campaign (Health & Wellness)
New York Festivals 2022
• Finalist, Healthcare
The Work 2022 - Campaign Brief
• Film/TV/Cinema (90 seconds and under)
• Ambient/Guerrilla
• Integrated
• Print - Newspapers & Magazines
• Mobile
• Digital + Online
• Work for Good
• Health & Pharma
• Out of Home - Billboards, Digital Screens, Bus & Bus Shelters, Rail, Taxi
Asia Pacific Tambuli Awards 2022
• Grand Prix, Health & Wellness / Humanity and Culture
D&AD Awards 2022
• Wood Pencil, Integrated Health & Wellbeing
The One Show 2022
• Bronze Pencil, Health & Wellness: Out of Home
• Merit, Pharma: Integrated Branding
• Shortlist, Direct Marketing: OOH
• Shortlist, Health & Wellness: Integrated Branding
• Shortlist, Health & Wellness: Out of Home
• Shortlist, Pharma: Online & Mobile
• Shortlist, Pharma: Out of Home
43rd AWARD Awards
• Bronze Pencil, Health Awareness and Social Responsibility
AdFest 2022
• Gold, Effective Lotus: Campaign Success
• Gold, Integrated Direct Campaign
• Silver, Intergrated Digital Campaign
• Bronze, Intergrated Design Campaign
• Bronze, Use of Online & Digital Platforms
• Bronze, Integrated Media Campaign
Spikes Asia 2022
• Integrated Spike
• Silver Spike, Digital & Interactive Design
• Silver Spike, Non-profit / Foundation-led Education & Awareness
• Short List, Direct Healthcare
• Short List, Media Healthcare
One Asia Creative Awards 2022
• Silver Pencil, Direct Marketing - Out of Home
• Silver Pencil, Direct Marketing - Integrated Campaign
• Bronze Pencil, Print & Out of Home - Billboards & Transit
• Bronze Pencil, Public Service & CSR - Non-Profit
• Merit, Print & OOH Craft - Art Direction
London International Awards (LIA) 2021
• Grand LIA, Pharma & Medical
• Gold, Pharma & Medical: Education and Services Campaign
• Bronze, Integration: Public Service/NGO/Charities
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022
• Bronze, Health & Wellness, Integrated Campaign
• Shortlisted, Design, Digital Design
• Shortlisted, Health & Wellness, Film Craft
• Shortlisted, Health & Wellness, Outdoor
• Shortlisted, Health & Wellness, Direct
Clio Awards 2022
• Bronze, Direct (Health & Wellness)
• Shortlisted, Integrated Campaign (Health & Wellness)
New York Festivals 2022
• Finalist, Healthcare
The Work 2022 - Campaign Brief
• Film/TV/Cinema (90 seconds and under)
• Ambient/Guerrilla
• Integrated
• Print - Newspapers & Magazines
• Mobile
• Digital + Online
• Work for Good
• Health & Pharma
• Out of Home - Billboards, Digital Screens, Bus & Bus Shelters, Rail, Taxi
Asia Pacific Tambuli Awards 2022
• Grand Prix, Health & Wellness / Humanity and Culture
D&AD Awards 2022
• Wood Pencil, Integrated Health & Wellbeing
The One Show 2022
• Bronze Pencil, Health & Wellness: Out of Home
• Merit, Pharma: Integrated Branding
• Shortlist, Direct Marketing: OOH
• Shortlist, Health & Wellness: Integrated Branding
• Shortlist, Health & Wellness: Out of Home
• Shortlist, Pharma: Online & Mobile
• Shortlist, Pharma: Out of Home
43rd AWARD Awards
• Bronze Pencil, Health Awareness and Social Responsibility
AdFest 2022
• Gold, Effective Lotus: Campaign Success
• Gold, Integrated Direct Campaign
• Silver, Intergrated Digital Campaign
• Bronze, Intergrated Design Campaign
• Bronze, Use of Online & Digital Platforms
• Bronze, Integrated Media Campaign
Spikes Asia 2022
• Integrated Spike
• Silver Spike, Digital & Interactive Design
• Silver Spike, Non-profit / Foundation-led Education & Awareness
• Short List, Direct Healthcare
• Short List, Media Healthcare
One Asia Creative Awards 2022
• Silver Pencil, Direct Marketing - Out of Home
• Silver Pencil, Direct Marketing - Integrated Campaign
• Bronze Pencil, Print & Out of Home - Billboards & Transit
• Bronze Pencil, Public Service & CSR - Non-Profit
• Merit, Print & OOH Craft - Art Direction
London International Awards (LIA) 2021
• Grand LIA, Pharma & Medical
• Gold, Pharma & Medical: Education and Services Campaign
• Bronze, Integration: Public Service/NGO/Charities
The Process
1. Research
During the research phase, we looked into different campaign sites around the world for good cause and learnt from the bests.
2. IA
The information architecture was simple. Our primary goal was to get users to engage with the stories and ultimately leads donations. This short journey all happens on the homepage.
3. Wireframes
Based on the minimalist design heuristic, our microsite is simple but tells every story.
4. UI Design and Development
UI Design and development managed by our colleagues at Isobar.
ATL channels drive traffic to the campaign website
Credits: Jon Foye, Oskar Westerdal, Dutchy Baart, Alanna Rados
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