AEIOU FOUNDATION Promo, Case study COMMUNICATION SHUTDOWN by SapientNitro USA

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COMMUNICATION SHUTDOWN

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Australia
Agency SapientNitro USA
Associate Creative Director Ralphie Barnett, Cristian Staal
Executive Creative Director James Burchill, Nancy Hartley
Released September 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: AEIOU FOUNDATION
Product/Service: AUTISM AWARENESS
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 - - - 21 September 2010
Media placement: Social Networks - Facebook & Twitter - - - 21 September 2010
Media placement: YouTube Video X 3 - - - 21 September 2010
Media placement: Blog Seeding - - - 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 & Radio - Various - 1 October 2010
Media placement: Social Network Application - - - 1 October 2010

Summary of the Campaign
Most people don’t know much about autism, but on November 1 we tried to understand it better.

The Strategy:
We launched the first global shutdown of social networks to rouse empathy for people with autism.

The Results:
It started with a small, not-for-profit group and went global in its first year with partners in over 40 countries. Each partner was given the tools to localise PR for their own audience.

The campaign reached 164 countries and 7,706 cities. With the help of our charity app (CHAPP), we directly reached over 6 million people on Facebook and Twitter before it was further shared.

The Situation
Most people don’t know much about autism. There is a stigma around it, so it doesn't get talked about much. And it is such a broad spectrum that it affects people in different ways. You may not even know if your friends or their children are affected by it.

The Goal
A greater understanding of autism was needed. It would make a big difference to the acceptance of and tolerance towards people affected by it.

The Target Audience:

1 in 110 children are diagnosed with autism. The average Facebook user has 130 friends. Through a partnership with autism organisations around the world, we targeted people who already had an understanding of autism.

Then, with the assistance of a global PR campaign and an app, these people spread the word to others through their social networks.

The Strategy
We launched the first global shutdown of social networks to rouse empathy and raise funds for people with autism.

We asked the world the question: "Could you go without Facebook or Twitter, just for 1 day?"

We also 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.

Execution
Each partner was given the tools to localise PR for their own audience. In addition, each partner recruited celebrities to take part in the shutdown.

High-profile celebs and twitterati such as Miranda Kerr, Buzz Aldrin, Steven Seagal and Deepak Chopra provided great coverage and spread the word through their online following.

The campaign ran for 1 month as was adapted when new celebrities joined the cause.

The campaign also had to respond to division within the autism community. Being a spectrum disorder, it invites a spectrum of opinions and infighting about the best way to help is unfortunately very common. A group within the community preferred to speak up about their experience rather than go silent on November 1. So we embraced their involvement and shared their stories with our supporters. This turned them around and they appreciated our assistance in giving volume to their voices.

Documented 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 our charity app (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.