Guerrilla Creative launches new campaign with The Macular Disease Foundation to raise awareness of the disability.
The Macular Disease Foundation has launched an inspirational campaign to bring awareness to people living with Macular disease, by telling the story of Alicia Thompson; a businesswomen and mother living with Stargardt’s disease.
The campaign launches Thursday, falling on International Day of People with Disability. The four minute video, created with agency Guerrilla Creative, follows Thompson as she walks through busy Sydney streets, works with her team at Westpac, and utilises iPhone technology to live a ‘normal’ life.
Macular disease are degenerative diseases of the retina that cause progressive, painless loss of central vision, affecting the ability to see fine detail, drive, read and recognise faces.
This was the first year The Macular Disease Foundation, which launched many successful campaigns including several TVCs, decided to concentrate predominantly social channels.
Its CEO, Julie Heraghty said: “This campaign wasn’t designed for a TV commercial. It was designed to inspire TV and radio commentators to talk, and be advertising in itself.
“The foundation is growing its marketing. We are learning in this digital era, and we are experimenting with social media to tell our story."
The next phase of the campaign will see many more short videos uploaded to YouTube, and pushed across social channels, featuring other stories of people living with macular disease.
Guerilla Creative spokesperson, Mick Middleton, said: “No day is ever the same working at Guerilla Creative. On a daily basis we temporary invade and capture the lives of interesting people from all walks of life, but it’s rare that the people we shoot are inspirational as Alicia.
“Her bubbly outlook and attitude toward dealing with Stargardt's was moving as much as it was humbling for us, especially when we consider how important our sight is in our line of work. We pride ourselves on being very nimble and racing around to capture the moment, but to be honest we had trouble keeping up with Alicia, who regardless of disability really owned those busy Sydney streets.
“It's was a privilege to help tell Alicia's story and raise awareness of Stargart's Disease and the Macular Disease Foundation Australia.”
Ita Buttrose has been a long supporter of the foundation, working as a judge for past four years at the annual mEYE World Photographic Competition held to raise awareness of the importance of eye testings.
