The job title change that helped change cancer research.

In 2015 the Vodafone Foundation developed DreamLab – an app that uses the combined processing power of idle smartphones to help speed up cancer research while you sleep. Yes, it sounds like something out of Star Trek, but just Google it – it actually works! The problem was not  enough people were using the app to reach its potential impact.  

With DreamLab  launching on IOS, we needed a way to generate talkability and  downloads with close to zero budget. So, we hacked the UX of the world's biggest professional network, LinkedIn, and sparked a guerrilla recruitment campaign, inviting Australians to start their DreamJob as a cancer researcher.