Special NZ ranks Top 20 in the world

AUCKLAND, Tuesday: One of New Zealand’s most awarded campaigns of recent years, David’s Unusables for Motor Neurone Disease Association has been recognised again – this time by WARC’s The Good Report in its 2022 list of the best campaigns globally.  

The Good Report is a unique ranking of the world’s best use of creative communications to promote sustainability and social responsibility by shedding light on major social and environmental issues.

Named #16th, David’s Unusables was an integrated campaign by Special that ‘hijacked’ TradeMe to sell off personal items of Whangarei-based David Seymour as the muscle-wasting disease stripped away his ability to use them.

The auction showcased the impact the disease had on Seymour and started by selling his large outdoor items like a fishing rod and a bike, before moving onto the likes of cutlery and teacups for when he no longer had the ability to feed himself.

“It’s great that David’s Unusables continues to create attention around the world – and for a campaign from NZ to be recognised as one of the most effective in the world.”

Special founder Tony Bradbourne said: “Creativity has the incredible ability to grow business, change behaviours, but also to drive awareness and raise funds for causes that don’t get the attention they deserve or desperately need.

“It’s great that this campaign continues to create attention around the world. And for a campaign from New Zealand to be recognised as one of the most effective in the world by WARC and The Good Report”

“The Good Report ranking is produced by combining the results of the recently published WARC Creative 100, the global benchmark for creative effectiveness, with ACT Responsible initiatives Great Ads for Good Exhibition, the Care Awards, TV show One Minute of Responsibility, Tributes (public vote), and the Good Ad Gallery.

“There are no complicated criteria or categories, just great work for Good.”

• The full list can be viewed here: act-responsible.org/the-good-report