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Small Agency Digital Campaign of the Year, Gold: Reactive

'The Most Powerful Arm' for Save Our Sons

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The team at Reactive.
The team at Reactive.

Bionics aren't the typical offering of a digital agency, but that's exactly what international shop Reactive created for this moving Australian campaign for the Save Our Sons Foundation, an organization that seeks to create awareness about Duchenne Muscular Dystrophy, which causes progressive muscle deterioration and eventual loss of movement in its sufferers.

The digital agency teamed with Havas Worldwide, Finch and Red Agency on "The Most Powerful Arm" campaign, the centerpiece of which was a robot appendage that users could control online through Facebook Connect. It allowed participants to sign their names on a petition in the penmanship of Jacob Lancaster, a DMD sufferer and the face of the campaign. The writing style was taken from Mr. Lancaster's last handwritten document, a card to his mom on Mother's Day.

The campaign's aim was to gather at least 20,000 signatures on a petition calling for government support. It met its goal in only 10 days, ultimately generating 160% of the target with 32,049 collected names. The effort also generated plenty of media coverage -- 179 reports reaching an audience of 20+ million. Users also donated more than $24,000 and, in June, the first robot-signed petition went to Australia's Parliament House, calling for the government to match the $1.64 million raised by Save Our Sons.

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