Australia – FightMND, the Australian Motor Neuron Disease Foundation, has launched an emotional new campaign created by marketing communications agency Clemenger BBDO Melbourne. The campaign featured Neale Daniher, the voice of FightMND since his MND diagnosis in 2013, is gradually losing his voice to the disease and encourages people to stand up and take on the fight in the campaign’s lead content piece.

The 60-second spot features a number of recognisable ambassadors who deliver Daniher’s speech on his behalf, including Max Gawn, Taylor Adams, Hamish McLachlan, Dilruk Jayasinha, Geva Mentor, Abby Holmes and Kevin Sheedy.

Dr. Fiona McIntosh, FightMND’s CEO, said as MND takes away Neale’s ability to be the voice of this fight, it’s time to come together, play on and lead this fight, with actions, not words.

“The work from Clemenger BBDO serves as an emotive call-to-arms for all Australians. When you buy a beanie, you’re helping give hope to people with MND – hope that one day, there will be effective treatments or a cure for this devastating disease,” McIntosh said.

Jim Gall, Clemenger BBDO Melbourne group’s CEO, commented, “Neale Daniher’s story and incredible efforts in the face of extraordinary adversity should be a source of inspiration to us all,”

“It is a huge honour to be able to support Neale and the FightMND organisation as it continues its incredibly important work in the fight against a horrible disease,” Gall added.

The video content will be supported by executions across OOH and digital.