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BWM and Pollen ignites word of mouth for Red Cross
Belgiovane Williams Mackay (BWM) Sydney and digital agency Pollen have launched a social media campaign for Australian Red Cross designed to reignite the debate about the legitimacy of the use of nuclear weapons.
Pollen and BWM created the Target Nuclear Weapons website – www.targetnuclearweapons.org.au – to engage young people to spread the word about the humanitarian consequences of the use of nuclear weapons. The site encourages people to vote on the topic, take a stand and learn more about the effects of nuclear weapons via interactive simulations using Google Maps.
Key to the campaign, and in keeping with the theme of weapons, is a planned "social explosion". The idea behind the social explosion is to utilise the audience’s social media accounts to send a one-time message to their friends on November 14, asking them to sign up to do the same and further spread the word to ban the use of nuclear weapons.
Well-known Australians Ruby Rose, Mick Fanning and Reg Mombassa among others have already lent their support to the campaign by directing people to the website.
BWM creative director Rocky Ranallo said: “A great cause obviously, but the trick here was to do something that not only got people joining up but also engage them on a longer ongoing dialogue.”
Pollen Director Brett Mitchell said: "BWM came to us with a really interesting online project to spread the word about banning the use of nuclear weapons. Together we came up with the ‘social explosion’ idea, mainly because such an idea would only be possible for a client like Australian Red Cross. You couldn’t do this type of campaign for a consumer brand, it just wouldn’t work."
Australian Red Cross CEO Robert Tickner said the social media campaign was a great way to spread the word on this vital issue to a new generation of Australians.
“It’s an issue that is relevant to everyone – a nuclear war would have catastrophic humanitarian and environmental consequences for the human race. Australian Red Cross believes it’s time for the global community to decide if it wants these weapons continuing to threaten our future or become a thing of our past,” he said.
The campaign is supported by print, online, PR and special events.
Credits
BWM
Rob Belgiovane – Executive Creative Director
Rocky Ranallo – Creative Director
David Cashin – Senior Digital Art Director
Matt Ennis – Art Director
Daniel Barrett –Copy writer
Evan Crompton - Executive Producer
Liz Nunan – TV Producer
Tyrell Wiswell – Digital Designer
Tom Hartney – Digital Designer
Angus Rutherford - PR
Sarah McDonald – Senior Planner
Bard Barber – Group Account Director
Pollen
Brett Mitchell - Strategy
Ross Gales – Creative Director
Darren Cummings – Site Design
Rebecca Smith – Producer
Richard Bordes – Technical Director
Jay Whitmore – Developer
Adam Stone – Developer
Australian Red Cross
Robert Tickner – CEO
Helen Durham – Head of International Law & Principles
Jennifer Gibb – National Director Marketing, Fundraising & Communications
Sara Morton-Stone – Head of Communications & Brand
Michael Turnley – New Media Manager
Rachel Chittick – National Coordinator, Events & Ambassadors
Siane Monreal – Digital Marketing Coordinator
Anita Pahor – Communications Manager Services
Clare Cameron – Communications Manager Red Cross People
Vivian Schenker – Head of Media
Kim Batchelor – Media Advisor International Humanitarian Law
Phil Brown – Manager Multimedia & Publications
Drew Weatherstone and Dilini Perera – Multimedia Coordinator
Caroline Sheehan – National Manager, Strategic Growth
Michael Bailey – Creative Services
For further information, please contact:
Rochelle Burbury
Access Public Relations
T: 02 9292 7001
M: 0408 774 577
E: rochelle@accesspr.com.au
Overview of BWM
BWM is one of Australia's largest creative agencies. Founding partners Rob Belgiovane, Paul Williams and Jamie Mackay have grown the agency from start-up in 1996 to now employ over 150 staff In Australia, with revenues exceeding $20 million. The partnership is one of the longest and most successful in the industry.
About Pollen
Pollen was founded in 2007 and has built a reputation for working with other creative businesses in the architecture, design, fashion and music industries, it was the balance of creativity and sound technical solutions that has made it an attractive digital partner for numerous leading advertising agencies. Pollen also works directly with eBay, Gumtree and HCF among others. www.pollen.com.au