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Nib and Dentsu Creative partner with Folding@Home, using digital billboards' spare computing power to aid cancer and Alzheimer's research in a world-first initiative.

Revolutionizing Outdoor Advertising for Medical Research

In an exciting new venture, Nib, an Australian health brand, has teamed up with Dentsu Creative to harness the unused computing power of digital billboards for a groundbreaking purpose—medical research. This innovative partnership involves running simulations for Folding@Home, a program dedicated to advancing medical research using spare computer processing power.

The Concept: Turning Wasted Power into Medical Progress

Did you know that many digital billboards only use half of their CPU’s processing power? This unused capacity is now being put to good use thanks to the collaboration between Nib and Dentsu Creative. Working with Folding@Home and media partner Alliance Outdoor, the team is leveraging the power of these billboards to run important medical simulations for cancer and Alzheimer’s research.

Folding@Home: Advancing Health Research

Folding@Home, developed by the University of Pennsylvania, is a computer program that aids scientists in developing new treatments for diseases. Volunteers can download the program, which runs in the background on their computers, processing medical data while they go about their regular tasks. Now, thanks to this partnership, Folding@Home can tap into the computing power of digital billboards across Australia, further accelerating the research process.

A World-First Initiative

This initiative marks the first time that Folding@Home has partnered with an Australian brand and the first-ever collaboration with a health insurer. The program is using the digital billboards’ spare processing power to contribute to vital medical simulations, which will directly support scientific research in America.

A Successful Trial Run

The project initially kicked off with a trial in November, where two billboards in Sydney and Melbourne were used to run the Folding@Home program, with the support of Alliance Outdoor and its preferred signage partner, Visual Exposure. The trial proved to be a success, setting the stage for the wider rollout of the program.

Partner Insights

Chris Donald, Head of Marketing and Digital at Nib, shared, “We want Australians to realise their potential when it comes to health and wellbeing. Leveraging the unrealised potential in the computing power behind our advertising was a novel way to bring this to life.”

Greg Bowman, Professor at the University of Pennsylvania, expressed excitement about the project, saying, “We’re thrilled to be working with nib. Using billboards to run medical simulations is something that has never been done before, so we’re very excited to see where this goes.”

Mollie Clyma of Alliance Outdoor added, “We’ve loved working with Folding@Home, nib, Dentsu Creative and of course EssenceMediacom for the nib campaign, and look forward to tracking the performance of this technology and how it can continue to evolve partnerships for us in the future.”

Building on a Strong Campaign

This partnership follows the success of Nib and Dentsu Creative's “Potentially Amazing” campaign, which launched on September 1st. The new initiative takes the campaign’s message to new heights, combining health, technology, and outdoor advertising in an innovative way.

 

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