Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ONE YOUNG WORLD
Product/Service: EVENT
Agency: EURO RSCG
Executive Creative Director: Frank Bodin (Euro RSCG Zurich)
Creative Director: Alexander Holtz (Euro RSCG Zurich)
Copywriter: Wolfgang Bark (Euro RSCG Zurich)
Art Director: Christina Wellnhofer (Euro RSCG Zurich)
Graphic Designer: Dominique Magnusson (Euro RSCG Zurich)
Graphic Designer: Katie Salmon (Euro RSCG Zurich)
Account Manager: Nathalie Jakober (Euro RSCG Zurich)
Account Manager: Desiree Guzmann (Euro RSCG Zurich)
Media placement: Mailings To A List Politicans - Mailing - 01.09.2011
Media placement: Facebook/Twitter - Internet - 01.09.2011
Insights, Strategy & the Idea
Politicians make numerous decisions every day. Decisions that have especially an influence on the future of the world`s youth. The world’s youth do not always agree with all of them. They are afraid that they have to suffer from those decisions in the future.
With the project “Time Change Mind Change” One Young World wanted to give youth worldwide the chance to say what makes them worry. And which decisions politicians should rethink to make the world in the future a better place for themselves and the upcoming generations.
Creative Execution
We made good use of a simple calendar event: the change to winter time when clocks are turned back by one hour.
We wanted politicians to use the extra hour sensibly: for rethinking their decisions.
What decisions? The youth themselves could tell the politicians directly on our Facebook page, via Twitter and our website.
Comments from all over the world for Obama & Co. were posted on our Facebook page.
Then, we printed out the whole Facebook page as a 39 foot long letter with all comments. And exactly on that time change day, the world`s mightiest received that letter, in order to give them food for thought in that extra hour.
Results and Effectiveness
• More than 200,000 clicks.
• Posts from over 80 countries.
• Broad media coverage, incl. a 30-minute talk show about the project.
• The heads of state of Australia and Norway are followers on Twitter.
• Federal Council President Calmy-Rey answered in writing.