One of New Zealand’s most awarded campaigns of recent years, David's Unusables was a brutally simply, low budget campaign that used an online marketplace in a ground-breaking way to increase awareness of Motor Neurone Disease. David (who is living with MND) sold his items on TradeMe in a digital timeline reflective of his deterioration, with each listing revealing the devastating reasons the item had become unusable to him. By doing so, the campaign turned New Zealand's leading online marketplace into an education resource for MND, and a donation source for MND NZ. The online auctions were supported by infomercials, OOH, PR, radio, social and digital media.
The listings were viewed 63,765 times, and the campaign reached 1.5 million New Zealanders (total population 5.52 million).
