A Bionic Arm to Help Sign a Petition on Behalf of Those With Muscular Dystrophy

Havas and Finch collaborate on a bionic arm to draw attention to DMD

Published On
Mar 26, 2013

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Those with Duchenne Muscular Dystrophy suffer from a progressive deterioration of muscle, resulting in eventual loss of movement. A current petition that is on its way to the Australian government is asking them to match the $1.75 million amount raised by the Save Our Sons Foundation, and start a policy into research on the crippling disease. To draw attention to the cause, Havas and Finch have created what they're dubbing the world's first bionic arm -- to be used by DMD sufferers to sign the petition.

Created to raise awareness about DMD, the robot arm takes its commands from a special site that lets visitors leave their Facebook details on a database. It then signs the petition for you. A camera will take a picture of the signature and post it to the signer's Facebook wall. The arm is capable of 8,500 signatures per day.

Featured in the campaign is a 19-year-old DMD sufferer, Jacob Lancaster, who demonstrates the arm, which, after April 21, will be moved from Sydney's Customers House to Paddington, to sign petitions for anybody who can't.


Mar 27, 2013
Brand :
Save Our Sons & Duchenne Foundation
Client :
Save Our Sons & Duchenne Foundation
Agency :
Havas Worldwide Australia
Executive Creative Director/Production :
Steve Coll
Art Director :
Nicole Hetherington
Copywriter :
Simon Fowler
Production Company :
Creative Technology Director :
Emad Tahtouh
Producer :
Sophie Thiellon
Executive Producer :
Rob Galluzzo
Director :
Alyssa McClelland
Digital Agency :
Creative Director :
Tim Buesing
Art Director :
Gabriel Tamborini
Senior Developer :
Sudeep Shakaya
Front-End Developer :
Luke Andersen
Search Engineer :
Chris Thomas
PR Agency :
Red Agency

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