Reactive Sydney Creative Director Tim Buesing spoke on Thursday July 18 2013 at ad:tech Melbourne on "Innovation for Good – How The Internet Turned a Robot Into the Most Powerful Arm Ever." He joined Emad Tahtouh, Director of Creative Technology at 'Finch' and Johnny Kairouz, 'Save Our Sons' Head of Online.
The Most Powerful Arm campaign brought global attention to Duchenne Muscular Dystrophy, a debilitating disease that needed more support from the the Australian government. A robot arm was designed that allowed supporters, from anywhere in the world, to sign a petition demanding more support via Facebook. It achieved over 160% of its target signatures and the petition was formally brought before the Australian government in mid-June.
Tim Buesing spoke on the design and implementation of The Most Powerful Arm, showcasing how Reactive, Finch, Havas and Red PR combined the physical and digital to create a user experience never before seen.
More details about the event on the ad:tech Melbourne website.

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