The idea was to use the power of music to communicate the disease.

An orchestra works in a similar way to the human body. All the different instruments coming together to create something greater and more beautiful than the sum of its parts. What if an orchestra was struck down by Motor Neurone Disease?

Using high profile musician, actor and comedian Tim Minchin and the prestigious Sydney Symphony Orchestra we created The Fading Symphony. Set in the Sydney Recital Hall they performed the much loved Crowded House song ‘Don’t Dream It’s Over’. However, the song was re-arranged so that it faded out bit by bit, simulating what it would feel like living with MND. This emotional understanding was the key to raising awareness and donations.

The Fading Symphony was launched on the 7th of December on Motor Neurone Disease Australia’s Facebook page. The following day, Tim Minchin and the Sydney Symphony Orchestra launched the video on Facebook and Twitter. Each instance of the film directed viewers to the campaign’s microsite, thefadingsymphony.com, which explored the true nature of MND. To encourage donations, viewers are prompted to donate at the end of the film. Those who do are rewarded with a second video of Tim and the Orchestra coming back to life and performing the rest of the song.

Over the weeks following launch, the Fading Symphony garnered 38 pieces of news and editorial coverage, further directing audiences to the film. All the while, viewers and donors were sharing the film with their friends and family.

Without any substantial budget for paid media, the awareness and donation objectives relied on social media influencers, organic shares and PR.

The Fading Symphony became the most shared video in MND Australia’s history, and has and over 463,000 social media engagements with a social reach of 17 million.

The campaign garnered 38 pieces of editorial coverage, including a 3-minute feature of free-to-air Channel 9 and coverage on TV network SBS, major radio station ABC 702, and the Huffington Post. But most importantly, we’ve helped raise over $60,000 (and counting) to help fight MND.