BWM and Pollen launch nuclear weapons social media campaign for the Australian Red Cross
Belgiovane Williams Mackay (BWM) Sydney and digital agency Pollen have launched a social media campaign for Australian Red Cross designed to reignite the debate about the legitimacy of the use of nuclear weapons.
Pollen and BWM created the Target Nuclear Weapons website to engage young people to spread the word about the humanitarian consequences of the use of nuclear weapons. The site encourages people to vote on the topic, take a stand and learn more about the effects of nuclear weapons via interactive simulations using Google Maps.
Key to the campaign, and in keeping with the theme of weapons, is a planned “social explosion”.
The idea behind the social explosion is to utilise the audience’s social media accounts to send a one-time message to their friends on November 14, asking them to sign up to do the same and further spread the word to ban the use of nuclear weapons.
Well-known Australians Ruby Rose, Mick Fanning and Reg Mombassa among others have already lent their support to the campaign by directing people to the website.
Says BWM creative director Rocky Ranallo: “A great cause obviously, but the trick here was to do something that not only got people joining up but also engage them on a longer ongoing dialogue.”
Pollen director Brett Mitchell said: “BWM came to us with a really interesting online project to spread the word about banning the use of nuclear weapons. Together we came up with the ‘social explosion’ idea, mainly because such an idea would only be possible for a client like Australian Red Cross. You couldn’t do this type of campaign for a consumer brand, it just wouldn’t work.”
Australian Red Cross CEO Robert Tickner said the social media campaign was a great way to spread the word on this vital issue to a new generation of Australians.
Says Tickner: “It’s an issue that is relevant to everyone – a nuclear war would have catastrophic humanitarian and environmental consequences for the human race. Australian Red Cross believes it’s time for the global community to decide if it wants these weapons continuing to threaten our future or become a thing of our past.”
The campaign is supported by print, online, PR and special events.
Credits:
BWM
Rob Belgiovane – Executive Creative Director
Rocky Ranallo – Creative Director
David Cashin – Senior Digital Art Director
Matt Ennis – Art Director
Daniel Barrett -Copy writer
Evan Compton – Executive Producer
Liz Nunan – TV Producer
Tyrell Wiswell – Digital Designer
Tom Hartney – Digital Designer
Angus Rutherford – PR
Sarah MacDonald – Senior Planner
Bard Barber – Group Account Director
Pollen
Brett Mitchell – Strategy
Ross Gales – Creative Director
Darren Cummings – Site Design
Rebecca Smith – Producer
Richard Bordes – Technical Director
Jay Whitemore – Developer
Adam Stone – Developer
Australian Red Cross
Robert Tickner – CEO
Helen Durham – Head of International Law & Principles
Jennifer Gibb – National Director Marketing, Fundraising & Communications
Sara Morton-Stone – Head of Communications & Brand
Michael Turnley – New Media Manager
Rachel Chittick – National Coordinator, Events & Ambassadors
Siane Monreal – Digital Marketing Coordinator
Anita Pahor – Communications Manager Services
Clare Cameron – Communications Manager Red Cross People
Vivian Schenker – Head of Media
Kim Batchelor – Media Advisor International Humanitarian Law
Phil Brown – Manager Multimedia & Publications
Drew Weatherstone and Dilini Perera – Multimedia Coordinator
Caroline Sheehan – National Manager, Strategic Growth
Michael Bailey – Creative Services
4 Comments
Excuse me?
Reigniting a debate that hasn’t been raised for many, many years seems a little, well, silly.
http://www.guardian.co.uk/world/2011/oct/30/nuclear-powers-weapons-spending-report – $700 billion allocated to modernisation and upgrades alone…evil prospers when good men do nothing…or if you’re too apathetic to care, what would you do with $700 billion not spent on weapons upgrades?
Tight work for a great cause…
Like it or not, nuclear weapons have stopped far, far major wars than any other single creation.
Mutually assured destruction is the reason a suitcase nuke will simply never be fired off – why?
The country responsible would be turned to glass.