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Forget Charity Hikes, Silly Costumes and Moustaches Says SWF

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Leo Burnett Sydney raises awareness of rare diseases for the Steve Waugh Foundation

Forget Charity Hikes, Silly Costumes and Moustaches Says SWF

Last week the Steve Waugh Foundation launched the ‘All We Ask’ campaign via Leo Burnett Sydney, to coincide with international Rare Disease Day and help raise awareness for the individuals and families affected by rare diseases.

The poignant short, directed by The Pool Collective’s Ingvar Kenne, plays off the fact that charitable organisations encourage all sorts of weird and wonderful ways to raise funds these days. And compares this to the simplicity of our request for awareness. Inviting the children with rare diseases and their families to be the stars of the film gives the piece the authenticity and allows them to show their strength and positivity, while highlighting their need for assistance. 

In Australia, it is estimated that 1.2 million people suffer from a rare disease, up to 400,000 of these are children. The Steve Waugh Foundation is ‘committed to a coordinated approach to the service, identification, treatment and research of rare diseases and illnesses, primarily focusing on children’.

Leo’s Creative Director, Pim Van Nunen said of the project, “It was a pleasure to work with the families we are aiming to help through this project. Showing them in a positive light rather than focusing on their issues really helps this film stand out in the category.”


‘All We Ask’ campaign credits


Steve Waugh Foundation: Client 

Leo Burnett Sydney: Agency


Andy DiLallo: Chief Creative Officer 

Pim Van Nunen: Creative Director 

Scott Huebscher: Creative Director 

Claus Stangl: Art Director

Gary Williams: Copywriter 

Chris Baron: Editor 

Rita Gagliardi: Agency Producer 

Rachel Rider: Agency Producer 

Holly Cracknell: Group Account Director

Juliette Taylor: Account Manager 


Steve Waugh Foundation 

Trish Van Leeuwen: Chief Marketing and Philanthropy Officer


The Pool Collective: Production Company 

Ingvar Kenne: Director/Photographer 

Cameron Gray: Executive Producer

Method Studios: Post Production 

Songzu: Audio 

Level Two: Music Licensing


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Categories: Health, Corporate, Social and PSAs

Leo Burnett Singapore, Mon, 10 Mar 2014 11:29:57 GMT