Brief:
Convince people to donate, by raising awareness about all of the good things that the Murdoch Children's Research Institute do.
Idea 1: 'Scratch Them Happy'
We create images of illnesses affecting children painted onto scratchie paint, and prompt people to use their dollar to erase these conditions, literally proving the power of their dollar to improve child health.
Idea 2: 'Hospital Smell'
Using scented ink, we create a print ad which smells like a hospital. We then invite donors to close their eyes and imagine that they are a child in hospital, before prompting them to donate.