The Good Report’s 2022 list of the top global campaigns has recognised ‘David’s Unusables,’ an award-winning campaign for the Motor Neurone Disease Association that is among the most highly regarded in recent years in New Zealand.
At #16 on The Good Report, a ranking that highlights the world’s top creative communications promoting sustainability and social responsibility, is ‘David’s Unusables,’ an integrated campaign from Special.
The campaign involved taking over TradeMe to auction off the personal possessions of David Seymour from Whangarei, whose muscle-wasting disease had stripped him of the ability to use them.
Starting with large outdoor items such as a fishing rod and a bike, the auction progressed to smaller items such as cutlery and teacups for when David could no longer feed himself, highlighting the impact of the disease on his life.
Special’s Founder Tony Bradbourne, says “Creativity has the incredible ability to grow business, change behaviours, but also to drive awareness and raise funds for causes that don’t get the attention they deserve or desperately need. It’s great that this campaign continues to create attention around the world. And for a campaign from New Zealand to be recognised as one of the most effective in the world by WARC and The Good Report.’
The Good Report ranking is produced by combining the results of the recently published WARC Creative 100, the global benchmark for creative effectiveness, with ACT Responsible initiatives: Great Ads for Good Exhibition, the Care Awards, TV show One minute of Responsibility, Tributes (public vote), and the Good Ad Gallery. There are no complicated criteria or categories, just great work for Good.
The full list can be viewed here.