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SXSW Interactive 2014

Humanizing Technology & Using Innovation for Good

The non-profit organization Save Our Sons needed desperately to bring more attention to Duchenne Muscular Dystrophy, a debilitating disease affecting 1 in 3,500 Australian children. They wanted the Australian government to pass a policy supporting research on DMD and match their fundraising dollar for dollar, and needed to do so in a short amount of time.

Along with Finch, Havas and Red, Reactive launched a petition-signing robot to raise awareness for DMD. Over the course of eight weeks, a robot arm controlled by the internet became The Most Powerful Arm Ever Invented. With over 32,000 people ultimately signing the petition, it far surpassed the threshold for petitions to be put in front of the Australian government for consideration.

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  1. What do you mean by humanizing technology?
  2. How important was it that the robot arm be available to be seen in public?
  3. How do you catch the attention of a wide audience with zero paid media spend?
  4. How do you use Facebook to target a specific demographic and compel them to spread your message?
  5. What is your advice for other agencies that are working on a collaborative project with several different teams involved?


  • Tim Buesing, Creative Director, Reactive


Danielle Pukala, Marketing Manager, Reactive

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