Duchenne Muscular Dystrophy (DMD) is a fatal genetic disease with very little public awareness. The Australian government does not yet have a DMD policy, i.e. unfortunately does not spend any money on researching it. That's why we started a health-related petition to our Senate. It became the most successful of its kind. We turned the petition signing into an emotional and inspiring web experience. And innovative robot technology allowed us to literally lend this cause a hand.

Launch the campaign
Published
May 2013
Topics

The Story

Duchenne Muscular Dystrophy (DMD) is a fatal genetic disease with very little public awareness. The Australian government does not yet have a DMD policy, i.e. unfortunately does not spend any money on researching it. That's why we started a health-related petition to our Senate. It became the most successful of its kind. We turned the petition signing into an emotional and inspiring web experience. And innovative robot technology allowed us to literally lend this cause a hand.

We created a remote-controlled robotic arm as a metaphor for the loss of arm muscles in DMD patients. Australians could activate the arm by signing in with their Facebook account, at home or standing right in front of it from their phones. Via a live video stream users could see their name being signed, in a typeface derived from the handwriting of a DMD-affected child, Jacob Lancaster. A photo of the signature was posted onto the users' Facebook walls, spreading their support instantly among friends.

The Technology

The Results

We reached 20,000 signatures in 10 days, effectively clearing the threshold for petitions to the Australian Senate. Our campaign has been the most successful Australian health-related petition to date and featured in most major national newspapers and television stations. Even more impressive is its high conversion rate: an astonishing 48% of all 65,000 unique visitors completed their Facebook Connect and became official supporters.

31590

signatures

0.48

conversion rate

2

million Facebook impressions

Launch Date 27 March 2013