Media Releases
Centenary Institute launches first ever creative campaign
Companies join forces to help medical research organisation
1 September 2008: Australia's leading creative and production agencies have joined forces to launch the first-ever brand campaign for the Centenary Institute, in a partnership described by the medical research organisation as the "most important to date".
On an entirely pro-bono basis, Singleton Ogilvy & Mather teamed with Plush Films to develop and produce the "Diary" campaign, that includes two 30-second TVCs which will air on both free-to-air and pay television from this week.
With print and online extensions, and the potential to extend to outdoor, the campaign has been specifically developed to boost donations to the organisation's outstanding medical research programs in the fields of cancer, cardiovascular and infectious diseases.
Centenary Institute's Marketing and Fundraising Manager, Sally Castle, said the campaign and pro-bono assistance from SOM and other linked organisations was the "most important corporate partnership we have forged to date".
"This campaign will help show people that by including one more simple action into their busy day and contributing to Centenary, they can help make a huge difference to thousands of lives and the future of disease prevention in Australia," she said.
"Research is expensive and without funds we cannot do our work. This campaign shows how everyday people can become part of the research team. With one in two Australians affected by cancer, and one in three dying from cardiovascular disease, the need for new diagnostics, treatments and cures has never been more urgent."
The TVCs feature both a busy mother, and corporate leader talking about the list of tasks completed during their day, including how they've directly helped research into prostate cancer or heart disease by contributing to the Centenary Institute
"This campaign is quite different for a not-for-profit organisation because we've focussed on the donor as the hero," said SOM's CEO, Australia and New Zealand, Stuart O'Brien.
"We realise that most people lead incredibly busy lives, and finding a way to solve the big issues can be quite overwhelming. By providing a solution to people - donating to critical medical research - we're showing how there are every day ways to make an extraordinary difference to the prevention and cure of disease."
O'Brien said SOM provided the creative on a pro-bono because everyone involved felt "it was important to be able to support those who work day-in and day-out in researching these diseases".
"We are asking consumers and corporations to do something quite simple in their everyday lives that could make a big difference. We felt it was important for us to play a role in this too and put our money where our mouth is. It was nice to be able to give back," he said.
As part of its pro-bono contribution, Plush Films filmed, directed and produced the TVCs on location at St Ignatius College Pool in Sydney, and at Ogilvy House in St Leonards. Both TVCs were filmed in one day, with editing beginning at lunchtime on the day of the shoot. Pre-production through to finished product took just 14 days.
Leading brand house Yello also redesigned a new look and feel for the Centenary Institute, the first new branding for the organisation since it started more than 20 years ago.
SO&M, Plush Films and Yello are part of the STW Group, Australia's largest marketing content and communications services group.
SOM Credits:
Art Director: Julian Schuchard
Writer: Dana Holder
Director of TV: George Saada
Producer: Gabe Hammond
Business Development Director: Leigh Bignell
Plush Credits:
Director: Jason Wingrove
Producer: Catherine Warner
Director of Photography: Steve Windon
Other:
Edit House: Song Zu
Links to television ads:
For more information contact:
Robbie Moore, Singleton Ogilvy & Mather
Ph: 02 9373 6351 / 0414 627 680
Sally Castle, Centenary Institute
Ph: 0414 099 534
