In a world where charity engagement is waning, the Vodafone Foundation and Garvan Medical Institute created DreamLab, an innovative app that harnesses idle smartphones to accelerate cancer research. But how do you spark widespread adoption?

We found our answer in an unexpected place: LinkedIn's job change notifications. By encouraging influential users to update their job titles to "Cancer Researcher at DreamLab App," we transformed a routine professional update into a powerful call to action.

This creative hijack of LinkedIn's network effect reached over 875,000 people, resulting in 150,000 app downloads in just two months. More importantly, it has contributed to solving over 4 million cancer research problems, significantly speeding up the search for a cure.

By turning social networking into a force for scientific progress, we didn't just spread awareness - we created a community of digital volunteers, each contributing to groundbreaking research with every idle moment of their smartphone.