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Special NZ wins Best of Discipline at The One Show 2022

Special has taken home a prestigious Best of Discipline award for New Zealand at the One Show for ‘David’s Unusables’, its campaign on behalf of Motor Neurone Disease New Zealand.

Sitting above Gold & Silver pencils, Special took out ‘Best in Discipline’ in the Pharma category for an innovative idea that told the story of New Zealander David Seymour, a man living with Motor Neurone Disease. David ‘hijacked’ TradeMe and slowly sold his personal belongings as the body wasting disease stripped his ability to use them. In the process he created a digital timeline of his deterioration that educated the public on his condition and raised funds to help those living with it.

MND gradually causes the muscles that enable us to move, speak, swallow, and breathe to stop working – and as they do, we lose our ability to use everyday items. 

David Seymour says: “I’m proud my story continues to raise awareness in New Zealand, and now around the world. I wanted to share my story in this unique way because I strongly believe we need more awareness, understanding and funding to battle this silent, debilitating disease.”

In a joint statement, Executive Creative Directors Lisa Fedyszyn and Jonathan McMahon add: “At Special, we’re guided by a philosophy to deliver work that makes a difference – and we’re pleased to make a difference helping New Zealanders such as David. It’s been heart-warming to see the reaction the world has had to his story.  MND is such a slow disease, capturing it in the palm of people’s hands when they’re shopping on TradeMe managed to disrupt behaviour, and the full skillset at Special helped bring it to life.”

The award was accepted on stage by Special Los Angeles Executive Creative Director Dave Horton who said: “We’d like to thank David Seymour for his bravery and allowing us to amplify his story to bring much needed awareness and understanding to Motor Neurone Disease. It’s a crippling disease but the more awareness we can raise of it, even via award shows like this, the better. So thank you.”

Dave Horton accepting the award.

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