Turning a tattoo into a symbol for ending scabies.
At a glance
Tonic worked with One Disease and Indigenous community leaders on #InkForGood, a digital and social fundraising campaign that sponsored supporters to be tattooed with a community-designed symbol, raising awareness of scabies in remote Indigenous communities.
- Client:
- One Disease
- Project:
- #InkForGood fundraiser
- Industry:
- Not-for-profit and health
Brand Positioning & Campaign Strategy, Copywriting, Art Direction & Design, Concept & Campaign Development, Social Media & Content Creation, UI & UX Design, Motion Graphics & Editing, Front-end Development
The brief
Work with One Disease to create a digital and social campaign that raises awareness of scabies in Indigenous communities, and encourages Australians to donate and share the message.
The challenge: a preventable disease in a wealthy country
Many Indigenous Australians live near the poverty line, without easy access to modern medicine. Preventable skin diseases like scabies still affect many children in remote communities. One Disease asked us to build an online platform that would raise awareness and funds to help stamp out scabies.
The strategy: a symbol people wear for life
With Indigenous elders and One Disease, we launched #InkForGood. A design created by a community leader became the campaign symbol, and supporters were sponsored to have it permanently tattooed on their bodies.
The solution: a message that got under people’s skin
We designed the campaign, website, social content and collateral to raise awareness, showcase the supporters being inked, and get Australians donating or taking part. The message was simple: the only thing that should get under an Australian’s skin is a tattoo, not a preventable disease. Ambassadors including Bondi Ink, Karla Grant and Samantha Harris helped spread the word, with Harris supporting the campaign during her time on Seven’s Dancing with the Stars.
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