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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Ben Welsh
Creative Director Gavin Mcleod
Photographer Julia Schauenburg
Released January 2010

Credits & Description

Category: Self Promotion
Product/Service: LAW REFORMS
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Entry URL: http://www.wearitwithpride.com.au
Creative Director: Gavin Mcleod (M&C Saatchi/Mark)
Senior Writer: Genevieve Hoey (M&C Saatchi/Mark)
Senior Art Director: Hannes Ciatti (M&C Saatchi/Mark)
Executive Creative Director: Ben Welsh (M&C Saatchi/Mark)
Head Of Copy: Hamish Stewart (M&C Saatchi/Mark)
Digital Art Director: Ben Huxter (M&C Saatchi/Mark)
Account Director: Jody Houston (M&C Saatchi/Mark)
Agency Executive: Greg Beazley (M&C Saatchi/Mark)
Head Of Strategy: Colin Jowell (M&C Saatchi)
Web Developer: Becc Roach (M&C Saatchi/Mark)
Web Developer: Gilmore Davidson (M&C Saatchi/Mark)
Web Developer: Caleb Wong (M&C Saatchi/Mark)
Digital Designer: Christos Roussos (M&C Saatchi/Mark)
Studio Manager: Elkie Pieterse (M&C Saatchi)
Art Buyer: Adrienne Connell (M&C Saatchi)
Finished Artist: Alistair Donald (M&C Saatchi)
Print Producer: Ben Nash (M&C Saatchi)
Senior Retoucher: Steve Black (M&C Saatchi)
Retoucher: Rodney Boyd (M&C Saatchi)
Photographer: Julia Schauenburg
Media placement: Print / Poster - National Gay And Lesbian Print Media - 18 January 2010
Media placement: Website - Online - 22 January 2010
Media placement: Video Clip: - YouTube - 28 January 2010
Media placement: Single Release - ITunes - 28 January 2010
Media placement: PR - Channel 10, 7PM Project - 28 January 2010
Media placement: Media Launch - The Sydney Opera House - 2 February 2010
Media placement: Ambient/T-Shirts - The Sydney Opera House - 2 February 2010
Media placement: Transit /Outdoor - National Buses - 2 February 2010
Describe the challenges and key objectives
Our key objective was to drive our target market online to learn about their new rights. We had three challenges: 1. Explain 85 complex law reforms to inspire people to get online. 2. Speak to a diverse national target market of 24,000, aged 16 – 80. 3. Recruit 85 artists and designers, plus 85 Ambassadors.All on a $53K budget. Enough for a website.
Describe the brief from the client
In a huge step forward for human rights, the Australian Federal Government recently reformed 85 laws to give equality to same-sex couples. But law is dull and difficult to understand. So using Government funding, our brief was to explain the 85 reforms to same-sex couples and share the celebration across Australia.
Describe how you arrived at the final design
We turned each of the law reforms into something everyone could wear with pride: A T-shirt. WEAR IT WITH PRIDE began with leading artists translating the law reforms into 85 T-shirts. We inspired them with a colour, a law reform and stories from same-sex couples. Then famous Australians joined to PR a reform T-shirt. All activity drove people online to get informed, buy the T-shirts and become human billboards. Each T-shirt had a designer's rationale to empower the wearer to talk law, e.g:Q: What's your T-shirt about?A: It's celebrating new equal immigration rights for same-sex couples. There's 85 law reforms - find out which ones fit you?
Give some indication of how successful the outcome was in the market
In just 4 weeks WEAR IT WITH PRIDE has exceeded all objectives and redefined what’s possible for a Government-funded campaign:-Campaign seen 37.5 million times in Australia and overseas-Initial PR value $2.7 million -Number 9 single on iTunes, 3rd favourite daily YouTube video -ROI 6,126%, $3.247 million-31,000 unique site visits, average of 1 every 3 minutes-One T-shirt sold online every hour-4.20 mins on site, 5.89 page views, 620% more than average education website -Thousands of human billboards now generating millions of law reform conversations across Australia