Wunderman Thompson Sydney
Wed, 25 Oct 2017 01:48:38 GMT
Australians with a smartphone are being urged to embrace their 'DreamJob' and help fight cancer while they sleep, in a new campaign developed by J. Walter Thompson Sydney, for the DreamLab app, which uses a smartphone's processing power to solve cancer research problems while the handset is idle.
The 'DreamJob' awareness campaign, supported by fellow WPP AUNZ agencies Hill+Knowlton Strategies, MEC and Webling, aims to get one million people using the DreamLab app. It comprises TVC, OLV, press, digital, and PR, and features actress, model and cancer survivor, Tessa James.
As a symbol of participation, the DreamJob campaign will also see a wave of job title changes on LinkedIn to 'Cancer Researcher at DreamLab App' in a move designed to spread awareness to millions of Australians who can now take part in this worthy cause.
Says Simon Langley, ECD, J. Walter Thompson (and Cancer Researcher at the DreamLab app): "We needed to create a compelling way to ensure as many Australians as possible download the app. Utilising the LinkedIn platform felt like the perfect place to do it.
"It's a simple concept with far reaching and important consequences, and a campaign we've been incredibly proud to work on. We often remark in our working lives that we're not curing cancer, but now thanks to DreamLab we can help Garvan speed up cancer research."
The DreamLab app, which is now available on iOS and Android, combines the processing power of Australian mobile devices to create a smartphone distributed supercomputer that solves cutting-edge cancer research problems. When your smartphone is idle, like when you're asleep, it can be put to work speeding up cancer research. The more people who download and use the app, the faster it can help find safer and more effective cancer treatments. It is supported by the Vodafone Foundation and The Garvan Institute of Medical Research.
While anyone with a smartphone and an internet connection can use DreamLab, Vodafone Australia is also supporting the campaign further by making the mobile data to use DreamLab free on its network for customers.
Says Alyssa Jones, head of Vodafone Foundation Australia (and Cancer Researcher at DreamLab app): "It's never been easier for Australians to contribute to a cause that touches so many of us. We all want to play a part in overcoming this horrible disease and what makes the DreamLab app unique is that it's an easy way to support cancer research."
Luke Smorgon, CEO of Transpire, the company that built the app, said the the app was a cutting-edge way of contributing to research aimed at solving a global problem.
Says Smorgon: "Smartphones are now used by more than eight in ten adults in Australia, and the large majority of us have it plugged in and idle every night. The DreamLab app taps into this unused processing power.
"We did a lot of user testing that helped us refine the design journey - adding motivational landmarks and a gamification element for example - to give people a real sense of the tangible contribution they are making to help solve cancer."
"We are delighted to have partnered with Vodafone Foundation again to develop a smart piece of technology to help speed up cancer research."
The campaign goes live from this week.
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J. Walter Thompson, Hill+Knowlton Strategies, MEC and Webling are all part of WPP AUNZ, Australasia's leading marketing communications agency.