Convince people to donate to the Murdoch Children’s Research Institute.
We demonstrated how donations to life-saving research can result in infinite benefits for years to come. Readers insert a banknote into the print ad to see the long-term effect their donation could have.
To tell people that by supporting Priceline, they’re supporting charities for women. We could choose one or more charities to focus on.
We chose Alzheimer’s Australia. To create a sense of empathy for women suffering from the disease, we took nursery rhymes — something everyone is familiar with — and made it less familiar.
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