Autism Speaks Promo, Case study LETTERBOMBING GOVERNOR PATERSON by BBDO New York, BBDO New York/ BBDO Atlanta, LETTERBOMBING.COM

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LETTERBOMBING GOVERNOR PATERSON

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars
Executive Creative Director Ronald Ng, Mathias Appelblad
Creative Director Jeff Greenspan
Art Director Jeff Greenspan, Tim Wettstein, Danny Adrian
Designer Jeff Greenspan
Producer Jeff Greenspan
Agency LETTERBOMBING.COM
Chief Creative Officer David Lubars
Executive Creative Director Ronald Ng, Mathias Appelblad
Creative Director Jeff Greenspan
Art Director Jeff Greenspan, Tim Wettstein, Danny Adrian
Designer Jeff Greenspan
Producer Jeff Greenspan
Released October 2010

Awards

Caples Awards 2011
Other Media Social Media Finalist

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AUTISM SPEAKS
Product/Service: AUTISM SPEAKS
Agency: BBDO NEW YORK
Agency: LETTERBOMBING.COM
Date of First Appearance: Oct 18 2010
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://submissions.bbdo.com/2010/autism-letterbombing/
Chief Creative Officer: David Lubars (BBDO)
Executive Creative Directors: Ronald Ng/Mathias Appelblad (BBDO)
Creative Director/Art Director/Designer/Technical Director/Producer: Jeff Greenspan (BBDO)
Art Directors: Tim Wettstein/Danny Adrian (BBDO)
Copywriters: Ronald Ng/Patrick Herold/Chris Baker (BBDO)
Account Team: Courtney Lord (BBDO)
Interactive Company: (BBDO)
Interactive Developer: (letterbombing.com)
Media placement: Social Media Application - Facebook.com - 18 October 2010

Insights, Strategy & the Idea
Today, Autism affects one in every 110 children. This year, an important bill for autism medical insurance reform was sent to Governor David Paterson in New York. To encourage the governor to sign this important bill, AUTISM SPEAKS—the nation’s largest autism awareness group—wanted to use social media in an innovative way.

Creative Execution
We posted a series of messages on the governor’s Facebook page. We then simultaneously changed our Facebook profile photos to predesigned letters, spelling out “SIGN THE AUTISM BILL,” right on his own Facebook wall. We branded this messaging tactic “letter bombing.”

Results and Effectiveness
Other causes have since adopted letter bombing to voice their messages on Facebook walls. PETA used it to protest DKNY’s use of fur, and the Wigg Party, a San Francisco community organization, letter bombed to promote their many causes. Others used it to encourage people to go vote.

Letter bombing has become a messaging platform that can quickly and easily get a non profit’s message spread, while garnering press at the same time. Best of all, since it’s free, it’s well within any non profit’s budget.