Cannes Lions

DRUG AND ALCOHOL REHABILITATION

GEORGE PATTERSON Y&R, Melbourne / ODYSSEY HOUSE / 2013

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Overview

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Credits

OVERVIEW

Description

Every 24 minutes another Australian dies from addiction. To get this cause on the political agenda and ask for much needed funds, we petitioned the government with the same urgency as the problem – every 24 minutes. To do this we created the instant petition to tackle addiction - a digital petition with an immediate real-world action. Sign this petition and your name is printed live, and instantly packed into a box so it can be sent to the government every 24 minutes until action is taken.

Execution

The music featured is licensed music from Mumford and Sons. The track was unchanged and the band gave the song at no cost because it was used so well, and it was for a good cause.

Outcome

On average we received 53 signatures every 24 minutes. These signatures were each packed into a box, representing a single life lost to addiction. The boxes were sent to the government requesting immediate action to this problem, every 24 minutes in the lead up to the allocation of funding at Drug Awareness Week. The funding came through.

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