Special launches MND campaign

For Motor Neurone Disease Awareness Day, MND New Zealand has launched a new integrated campaign via Special Group to raise awareness and encourage donations.

It leverages skill sets from Special, Special PR and Special Media.  

The creative, directed by Alexander Gander with The Post Office acting as production partners, centres around a TradeMe auction charting the ‘real-life’ decline of Whangarei-based David living with MND – selling items he can no longer use as his body deteriorates.

The auction starts with David selling a fishing rod before moving onto cutlery for when he no longer has the ability to feed himself.

It is supported by a series of infomercial-style promotional clips fronted by infomercial queen Suzanne Paul.  

MND New Zealand CEO Carl Sunderland says: “We needed a bold, brave and creative campaign to cut through public apathy and highlight how devastating this disease can be.”

Special Group Executive Creative Director Lisa Fedyszyn adds: “By leveraging our creative agency, our PR arm and our media offering we’ve been able to create an emotive integrated campaign that helps New Zealanders understand the debilitating effects of MND and raise much-needed funds all through a TradeMe store that sells unusable items.”

A full social media strategy, PR programme and digital media plan has been built around the auction to maintain attention and drive donations between June and September.

33 items are available on a bespoke TradeMe store, with 100 percent of funds donated to MND New Zealand. 

The full list of “David’s Unusables” includes hiking boots, running gear, boxing gloves, a bicycle, a lawnmower, ties, swimming flippers, gardening equipment, a guitar, a BBQ, books, teacups and cutlery.

The auction runs from today until September. 

To bid on David’s unusable items, click here or text DAVID to 833 to donate $3.

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