COMMUNICATION SHUTDOWN by SapientNitro Brisbane for AEIOU FOUNDATION

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COMMUNICATION SHUTDOWN

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Industry Public Safety, Health & Hygiene, Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR
Market Australia
Agency SapientNitro Brisbane
Associate Creative Director Ralphie Barnett, Cristian Staal
Executive Creative Director James Burchill, Nancy Hartley
Released September 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: AEIOU FOUNDATION
Product/Service: AUTISM AWARENESS
Agency: SAPIENTNITRO
Date of First Appearance: Sep 21 2010
Entrant Company: SAPIENTNITRO, Brisbane, AUSTRALIA
Entry URL: http://www.ourawardentry.com.au/communication_shutdown/promo.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: Webite - - - 21 September 2010
Media placement: Social Networks - Facebook And 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: Internation PR - Radio - Various - 1 October 2010
Media placement: International PR - Print & Online - Various - 1 October 2010

Describe the objective of the promotion.
The Brief:

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

Describe how the promotion developed from concept to implementation.
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 created a worldwide event.

We invented the CHAPP (charity app) which people made a donation to receive. It signalled a shutdown on Facebook and Twitter and became a channel to build awareness.

Explain why the method of promotion was most relevant to the product or service.
The Relevance:

We did not feel right spending donations on advertising media.

So naturally we turned to social media, and because people with autism find social communication a challenge, it was a perfect fit.

By creating a simple idea, we were able to unite autism organisations around the world and join together in a global event to have the maximum impact.

It was people power that drove the success of this campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.