From the Nominator

"The University of Queensland’s Brain Institute (QBI) is one of the leading brain research institutes in the Asia-Pacific region. The institute is a not-for-profit organization and while operationally supported by the University of Queensland, our researchers are entirely funded by government grants and philanthropic donations. One hundred percent of our fundraising and donations go directly to research. To commemorate QBI’s 10th anniversary of the Clem Jones Centre for Ageing Dementia Research (CJCADR) in 2022, the #RememberUs six-week fundraising and awareness campaign was developed to highlight the growing need for progressing dementia research. Every three seconds, someone develops dementia. Almost 500,000 Australians live with dementia, and this figure is expected to grow exponentially by 2050. Now Australia’s second biggest killer, it rivals cancer as the most feared health condition in the nation. Nearly everyone has been impacted by dementia in some way.

#RememberUs reflected a warm, informative, and compelling campaign designed to improve awareness of the world-class dementia research happening in Queensland. The campaign was supported by a pro bono community partnership with GOA Billboards, Queensland's largest billboard and signage company, and featured engaging social and traditional media activations. The GOA Billboard network massively expanded the campaign’s reach, prompting commuters across greater Brisbane to remember and support those living with the disease and those working to cure it. The campaign combined a marketing campaign and a 10th-anniversary event and included a call to action to raise funds for dementia research through a matched giving initiative on UQ Giving Day."

From the Judges

The use of multi-channel and community-based marketing strategies left a strong impression on the judges. Their comprehensive approach demonstrated a deep understanding of reaching diverse audiences and leveraging the power of community engagement. By employing a variety of channels, they effectively drove impressive results, showcasing their ability to connect with their target audience and achieve their campaign objectives.