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Live Moment of Silence

Live Moment of Silence | Sandy Hook Promise | 天联 | BBDO
下载原始文件 下载原始文件 JPG | 2048x1444px
基本信息
行业: 公益与非盈利组织
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Synopsis
Sandy Hook Promise is an organization started by the parents of the victims of the Sandy Hook Elementary School shooting. They believe gun violence is preventable when you know the signs of someone who may become a violent offender. They wanted to use the attention surrounding their five-year anniversary to raise money to fund their gun violence prevention programs. But normal Facebook posts were proving to be an ineffective tool.
Strategy
We knew that our target—parents, teachers and students—were supportive of our cause, but the reality is that each of them are bombarded with so many requests from pro bono organizations via traditional Facebook posts that it’s hard to get their attention. So we knew we needed to take on a different approach. We knew they would pay attention when they got a notification on their mobile device that a friend was “live” on Facebook, so we asked people to live-stream their own “moment of silence” and use the Facebook functionality of embedding a “donate” button when they did so. This way, their friends would immediately be pulled into the experience. And from there, they could donate and/or create their own moment.
Outcome
The use of the “donate” button in the Facebook livestream established a new fundraising platform for brands. Celebrities joined and streamed their own Live Moment of Silence, as did classes and schools around the country. The Live Moments of Silence earned over 65 million impressions and helped surpass the fundraising goal of $1 million, all with a budget of $0.
Execution
On December 14th, participants followed our lead and started their own livestreams on Facebook on their mobile devices, using the functionality of adding a “donate” button. This meant that after Sandy Hook Promise’s initial post, the “call to action” was coming from users, not us. And all those users’ friends who saw their post could easily click “donate” right in the post to contribute to Sandy Hook Promise. Once each individual livestream ended, it became a regular Facebook post, functioning as a donation unit.
CampaignDescription
Sharing a “moment of silence” is an existing behavior used to honor victims of gun violence, as well as other tragedies. And with the five-year anniversary of the Sandy Hook Elementary School shooting on the horizon, we knew people would be sharing plenty of “moments of silence” to honor the victims. So we created the Live Moment of Silence. It rethought the way a Facebook post can be used for a brand by tapping into the emerging behavior of “going live” on Facebook. And it turned the traditional moment of silence into a powerful tool to prevent gun violence using the Facebook Live “donate” button.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
铜奖 移动应用
Social Purpose
戛纳国际创意节 2018
入围 品牌体验与激活
Social
戛纳国际创意节 2018
入围 品牌体验与激活
Live B2C Brand Experience or Activation
戛纳国际创意节 2018
入围 媒介应用
Channels > Use of Social Platforms
戛纳国际创意节 2018
入围 移动应用
Social > Content for User Engagement
戛纳国际创意节 2018
入围 移动应用
Social > Co-creation & User Generated Content
戛纳国际创意节 2018
入围 公关活动
Social Community Building & Management
戛纳国际创意节 2018
入围 社交媒体与网红
Low Budget / High Impact Campaign
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