Murdoch Childrens Research Institute -
Young Lions

Donate 48

Murdoch Childrens Research Institute wanted people to switch off social media to gain awareness and raise donations for the charity. So we asked people to invite a sick child to step into their social circle by stepping out and donating their profile for 48 hours.


An awareness campaign using News Corp digital network and Facebook ads would invite people to donate their social profile.

MCRI

An example of a ‘taken over’ profile

MCRI

If the person tries to login, within the 48 hour period, this is what they see

MCRI


Year 2
When the person donates their profile again, it will transform into the same child you had before, only now a year older.

MCRI