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Effie Australia

Case History Database

Liam’s Lifesaving List: A campaign to save a life that changed an industry

Agency
BCM Group
Client
Liam O'Brien
Awards
Bronze
Positive Change
Summary
The impact of the campaign went beyond increasing stem cell donation numbers. It changed Australia’s healthcare system. Liam O’Brien, a young father of two was diagnosed with a rare form of blood cancer in 2022. Like all blood cancer patients his only chance for a cure was a stem cell transplant. But Australia's Stem Cell Register was dying. Stem cell donations had been in constant decline for years. This was largely due to lack of public awareness around the need for donations and the fact that simple mechanisms to find stem cell matches were not approved in Australia. Specifically, the use of cheek swabs to find potential donors. In a period of just two months, the campaign had achieved its key objective. A stem cell match was found for Liam, giving him a chance to undergo a stem cell transplant that could save his life.
Case study

Liam’s Lifesaving List: A campaign to save a life that changed an industry

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Credits

 

Phil McDonald Managing Partner
Sam Boyd Creative Director
Shaun Egan Creative Director
Laura Furness Head of Media
David Mooney Head of Planning
Mia Hamilton Co-Head of PR IVY PR
Emma Bedsor Co-Head of PR IVY PR
Nicholas Price Senior Account Manager IVY PR
Cayley O’Neill Account Director IVY PR
Emily MacGoarty Account Manager IVY PR
Garry Edwards Managing Director AAM Investment Group
Edwina Edwards Director AAM Investment Group
Liam O’Brien Cancer Patient Advocate Lifesaving List
Josephine O’Brien Cancer Patient Advocate Lifesaving List
Anna Morris Founder Lifesaving List
Ruby Hanson Founder Lifesaving List

 

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