Vodafone urges Aussies to help solve cancer problems while they sleep

Vodafone Australia is urging smartphone owners to help fight cancer while they sleep with a new app that uses a phone’s processing power to work on cancer research problems while the handset is idle.

The DreamLab App combines the processing power of idle mobile phones to create “a smartphone distributed supercomputer” that can work on cancer research problems in a bid to help find more effective cancer treatments.

Vodafone aims to encourage one million people to use the app and has launched a campaign urging people to embrace their ‘DreamJob’ and help fight cancer while they sleep.

The campaign, which incorporates TV, online video, digital, press and PR, includes a LinkedIn element which will see people’s job titles on the platform changed to ‘Cancer Researcher at DreamLab app’.

The campaign, which features actress, model and cancer survivor, Tessa James, was created by J. Walter Thompson with support from WPP AUNZ agencies Hill+Knowlton Strategies, MEC and Webling.

Vodafone has also made the mobile data required to use the DreamLab app free for customers on its network.

The app is supported by The Garvan Institute of Medical Research and Vodafone Foundation.

Alyssa Jones, head of Vodafone Foundation Australia (and Cancer Researcher at DreamLab app) said: “It’s never been easier for Australians to contribute to a cause that touches so many of us. We all want to play a part in overcoming this horrible disease and what makes the DreamLab app unique is that it’s an easy way to support cancer research.”

Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

All by Danielle