AEIOU FOUNDATION Case study COMMUNICATION SHUTDOWN by SapientNitro Brisbane

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COMMUNICATION SHUTDOWN

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Case study
Market Australia
Agency SapientNitro Brisbane
Associate Creative Director Ralphie Barnett, Cristian Staal
Executive Creative Director James Burchill, Nancy Hartley
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: AEIOU FOUNDATION
Product/Service: AUTISM AWARENESS
Agency: SAPIENTNITRO
Date of First Appearance: Sep 21 2010
Entry URL: http://www.ourawardentry.com.au/communication_shutdown/titanium.html
Executive Creative Director: James Burchill (Sapient Nitro)
Executive Creative Director: Nancy Hartley (Sapient Nitro)
Associate Creative Director: Ralphie Barnett (Sapient Nitro)
Associate Creative Director: Cristian Staal (Sapient Nitro)
Senior Copywriter: Marianne Harvey (Sapient Nitro)
Senior Digital Art Director: Garth Sykes (Sapient Nitro)
National Managing Director: Michael Branagh (Sapient Nitro)
Account Director: Anne-Maree Jenyns (Sapient Nitro)
Account Manager: Bec Kennedy (Sapient Nitro)
Agency Producer: Imogen Dick (Sapient Nitro)
National Strategy Director: Darren McColl (Sapient Nitro)
Digital Strategy: Freddie Laker (Sapient Nitro)
Digital Account Director: Adam Ford (Sapient Nitro)
Senior Digital Producer: Anna Smith (Sapient Nitro)
Website Developer: Dan Treichel (Sapient Nitro)
Website Developer: Jake Pospischil (Sapient Nitro)
Website Developer: Andrew Rovenko (Sapient Nitro)
Website Developer: Horia Traian (Sapient Nitro)
Motion Graphics: Davros Lovett (Studio Breeder)
Motion Graphics: Tim Lovett (Studio Breeder)
Media placement: Website - - - 1 October 2010
Media placement: Social Networks - Facebook & Twitter - - - 21 September 2010
Media placement: Social Network Application - - - 1 October 2010
Media placement: Mobile Website - - - 21 September 2010
Media placement: YouTube Video X 3 - - - 21 September 2010
Media placement: Blog Seeding - Various - 21 September 2010
Media placement: International PR - TV - Various - 1 October 2010
Media placement: International PR - Radio - Various - 1 October 2010
Media placement: International PR - Print & Online - Various - 1 October 2010

Describe the campaign/entry
The Brief:
Most people don’t know much about autism, but on November 1 we tried to understand it better.

The Solution:
People with autism find social communication a challenge. So we prompted the first global shutdown of social networks to rouse empathy and raise funds.
We invented the CHAPP (charity app) which people made a donation to receive. It signalled shutdown on Facebook and Twitter and became a channel to build awareness.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Execution:
There was no media budget. We relied on social media, PR, and a lot of people power.
We launched videos on YouTube and started the conversation across social networks first. PR launched globally across TV, radio, print and online on October 1 and kept the momentum going until the shutdown on November 1. We used the CHAPP to spread messages across Facebook and Twitter throughout the campaign and to drive people to our website.

Overall, we used social networks to shutdown social networks and used silence to get people talking.

Give some idea of how successful this campaign/entry was with both client and consumer
The Results:
It started with a small, not-for-profit group and went global in its first year with partners in over 40 countries. A further 30 partners approached us to be involved next year.
The campaign reached 164 countries and 7,706 cities. With the help of the CHAPP, we directly reached over 6 million people on Facebook and Twitter before it was further shared.
We also created an ongoing property for the global autism community which everyone else could be a part of.