David’s Unusables hijacked TradeMe to educate New Zealanders on Motor Neurone Disease. David, a man living with MND, sold his unusable belongings in a digital timeline reflective of his deterioration – starting with bigger items like bicycles and fishing rods, through to simple everyday items like cutlery and furniture as his condition declined. Each listing told of his personal connection to the item, and revealed the devastating, symptomatic reasons it had become unusable to him. By doing so, the campaign turned online auctions into an education resource and generated vital donations at the same time.
The campaign reached over 1.5 million New Zealanders and played a pivotal role in raising the profile of MND.