MND Victoria
For more than five years, ETB has worked closely with MND Victoria across strategy, creative and production, helping the organisation communicate its role with greater clarity, consistency and emotional impact.
Together, we have created fundraising films, awareness campaigns, event content, carer education, photography and social assets. At the heart of this work is a simple but powerful idea: 'Until there’s a cure, there’s care.'
This platform helps MND Victoria explain why its work matters now, while guiding a connected body of work that is honest, warm and human.
MND is a devastating disease, and much of the public conversation understandably focuses on finding a cure.
FightMND has built strong awareness around funding research, but this can mean MND Victoria’s distinct role is less clearly understood.
MND Victoria supports people living with MND right now, providing care, information, equipment, services and practical help for individuals, carers and families. The strategic challenge was to make that difference clear without creating competition or confusion in the broader MND space.
The work also calls for great sensitivity. Many of the people we film are living with MND or caring for someone they love, often at a very difficult time in their lives. How we approach the creative and production process matters just as much as what we make.
And, like every not-for-profit, MND Victoria needs each production dollar to work hard.
Our objective was to strengthen MND Victoria’s position as the organisation focused on care, support and quality of life for people living with MND today.
We needed to help audiences understand why care matters, why it is urgently needed, and how supporting MND Victoria can have a direct and immediate impact.
The work also needed to support fundraising, awareness, education and community engagement, while building a flexible bank of content that could be used across channels and over time.
Turning 'Until there’s a cure, there’s care' into more than a campaign line. It became the strategic and creative lens for the work.
Every campaign connects back to the same idea: while research continues, people living with MND need support now. This gives MND Victoria a clear and consistent role, whether the work is raising funds, educating carers or sharing the lived experiences of families affected by MND.
We begin each project by understanding the story, the audience and the people involved. From there, we develop creative ideas that feel emotionally honest and plan productions around what contributors need to feel comfortable, supported and heard.
On set, we keep things calm and considered. Small crews, clear communication, gentle interview techniques and flexible plans create space for real moments. We know when to move quickly, when to slow down and when to simply listen.
Across projects including Amy’s Story, A Letter to Dad, Shut Up for MND, The Great MND Relay and Carers Can, we have created a connected body of work grounded in real people and real stories.
Each campaign has its own purpose and creative idea, but all reinforce MND Victoria’s vital role in providing care and support.
Careful planning also helps every production work harder. Wherever possible, we create hero films, shorter edits, social content, photography and evergreen assets from the same shoot, delivering greater value without making the experience bigger or more complicated for the people involved.
A clear and consistent platform that differentiates MND Victoria’s role in the community and gives people a compelling reason to understand, care and act.
Over time, this body of work has strengthened MND Victoria’s fundraising, awareness and education activity, while building a more human and recognisable voice for the organisation.
It shows how connected strategy, creative thinking and thoughtful production can help tell difficult stories with honesty, respect and heart.
Awards and recognition
Gold in Film/Video - Non-Profit
Gold in Film/Video - Non-Profit
Excellence in General - Fundraising
Excellence in General - Causes & Awareness
Distinction in General - Non-Profit
Gold in Video - Non-Profit
Gold in Video - Causes & Awareness
Gold in Video - Non-Profit
Gold in Video - Causes & Awareness
Silver in Video - Fundraiser
Gold in Video - Causes & Awareness
Silver in Video - Non-Profit
Gold in Video - Fundraiser
Gold in Video - Causes & Awareness
Silver in Video - Non-Profit
Distinction in Series - Causes & Awareness
Excellence in Craft - Non-Profit
Excellence in Craft - Causes & Awareness
Distinction in General - Fundraising
Excellence in General - Fundraising
Excellence in General - Causes & Awareness
Distinction in General - Non-Profit
Distinction in General - Non-Profit
Disctinction in General - Fundraising
Excellence in General - Fundraising
Excellence in General - Causes & Awareness
Distinction in General - Non-Profit
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