ICAN (International Campaign To Abolish Nuclear Weapons) Case study MILLION PLEAS by Whybin\TBWA Sydney


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Industry Charities, Foundations, Volunteers
Media Case study
Market Australia
Agency Whybin\TBWA Sydney
Art Director Justine Gallacher
Copywriter Rob Hibbert
Digital Creative Director Russ Tucker
Released August 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: CHARITY
Date of First Appearance: Aug 6 2010
Copywriter: Rob Hibbert (Whybin TBWA)
Art Director: Justine Gallacher (Whybin TBWA)
Digital Creative Director: Russ Tucker (Whybin TBWA)
: 8com (Production Company)
: Brendan Williams (DOP/Director)
: Annie Schutt (Producer)
Media placement: TV, Website + Grassroots campaigning - Channel 10, 7pm project - August 6 2010

Describe the campaign/entry
The ‘Million Pleas’ campaign is an attempt to create a video chain letter involving 1 million people asking world leaders to abolish nuclear weapons.
The video has been started by a group of primary school children from Hiroshima, Japan and is addressed to the 9 countries still in possession of nuclear weapons.
The project asks that people upload a video clip of themselves saying the word "please". The "pleases" will then be edited into a long virtual chain letter, which will act as a petition to abolish nuclear weapons, worldwide.
A Hiroshima bomb survivor delivers the final words in the video.
A website, millionpleas.com, has been created where people can upload their pleas.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign has been purposely promoted in a grassroots manner. The initial video was shot in Hiroshima, featuring a group of schoolchildren and an 81-year-old Hiroshima bomb survivor.
The campaign is having a staggered launch. Its’ official launch date was on Hiroshima Day, August 6, 2010 when it received national television coverage in Australia and Japan. To date, it has predominately been pushed through the ICAN website, Facebook and Twitter.
The campaign will soon be launched into schools across Australia and Japan where it should hopefully really gather momentum.

Give some idea of how successful this campaign/entry was with both client and consumer
Although the campaign has not yet launched into schools, it has already gathered a lot of momentum. Unprompted, over 5,000 pleas have already been uploaded, including entire schools in Australia and Japan. Just two days before this entry, a group of medical students from the University of the Philippines uploaded their pleas.