Droga5 New York takes out Cannes Grand Prix for Good for Help Memories 'Bandages' campaign

Screen shot 2012-06-24 at 9.14.20 AM.jpgScreen shot 2012-06-24 at 9.08.21 AM.jpgMajority Aussie owned agency Droga5 New York - pictured tonight by CB -  has taken out the prestigious Cannes Grand Prix for Good, won for its Help Memories 'Bandages' campaign.

The Grand Prix for Good rewards work ineligible to win a Grand Prix in their sections because they are made for charities and public services. Each of the Gold winners in these categories across ALL entry sections were judged by the Titanium and Integrated Jury, who choose one piece to receive the Cannes Lions Grand Prix for Good, awarded during the Awards Ceremony tonight.

The brief from the client
More than 650,000 people around the world are diagnosed with leukaemia and lymphoma every year. And for many them, a marrow transplant is their only hope. About half find a match. There aren't nearly enough people on the Marrow Donor Registry. And to make matters worse, it's so complicated to sign up that it's a wonder anyone's registered at all. So we set out to make it easy. Thoughtless even. To change registering as a marrow donor from something complex to simple and everyday. And, above all, to save a bunch of lives.
Creative Execution
Most marrow donor programmes rely on the family and friends of patients, or an occasional event, to recruit new donors. But this requires a huge number of man-hours and usually only yields a few dozen registrations. But by making marrow registration a part of an everyday act, and a part of a mass-produced consumer product, we're reaching a huge, new audience and reinventing the way marrow registration is done.
The Marrow Donor Registry desperately needs more people. But, unfortunately, they're not making it easy on themselves. Today registering as a marrow donor is a complicated and confusing process. When really it's as easy as sending in your name and a couple drops of blood. So we set out to recruit thousands of new donors by making this process incredibly simple. To remove all the barriers by, instead, catching people while they're already bleeding. We put a simple marrow registry kit into a box of over-the-counter bandages, and turned an everyday act into a chance to save a life.
Since its launch Help I want to save a life has been seen by over 50m people. From the most innovative minds in the world at this year's TED conference, to mainstream news outlets, business publications, medical journals, tech media and the design community. Help's bandage sales have increased by 1,900%. And new orders have been placed by some of the nation's largest retailers - including Target, Walgreens and Duane Reade - forging new relationships for Help Remedies. But, most importantly, since the day we launched the number of marrow donor registrations has tripled.


And said:

And the gap between D5 NY and D5 Sydney grows wider and wider.

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