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Category: NonProfit

11
Oct

Tinder Takeover

THE CHALLENGE
Women around the world cannot choose how they live their life. Amnesty International Australia wanted more women aged 18-24 to know about their work in this area – particularly the plight of women in Afghanistan.

 


 

THE SOLUTION
We took Amnesty’s message where none had taken it before, where the freedom to choose happens all the time: social discovery app, Tinder.

Our Tinder Takeover campaign was a world-first. Launching on International Women’s Day 2014, the campaign used the online dating profiles of Tinder to increase awareness of women’s rights by displaying hard-hitting messaging such as, “Not all women have the power to choose like you do”, in Tinder profiles.

The Tinder account directed users to a cutting-edge, fully-responsive HTML5 campaign site that extended the conversation around ‘choice’. The site detailed the rights abuses many women face as well as the work Amnesty does to stand up for them, and encouraged users to sign up and show support.

 


 

THE CHANGE
Thousands chose to listen. The campaign’s mix innovative approach to highlight an important issue caught the eye of global media (including The Telegraph and The Guardian) as well as countless tech/human rights blogs.

“We went out with an open brief and were prepared to take a risk. Circul8 delivered a really original concept. We certainly learnt through this successful experiment: if you want innovation you need to provide and leave room for creativity.”  – Caroline Easter, Amnesty International Australia (in The Guardian)

Over 10,000 choices made on the website

 


 

Awards
Webby Award 2015 (People’s Voice Award for Interactive Advertising: Online Guerilla & Innovation)
Webby Award Nominee 2015 (Best Use of Online Media)
IAB Australia Creative Showcase 8.6 2014
W3 Award 2014 (Silver) 2014
Davey Award 2014 (Gold & Silver)
Webby Fifty

11
Aug

Sh*t mates don’t say

THE CHALLENGE

Men are 84% more likely to die of preventable cancers than women, and about 100% less likely to talk about their health. Cancer Council NSW wanted to tell it like it is to men aged 35-50, old enough to develop cancer but still young enough to prevent it.

 


 

THE SOLUTION

Giving a twist to then viral meme ‘Shit Girls Say’, Shit Mates Don’t Say was an integrated website centred around a fun video piece which hammered home the things men don’t say to each other, but should.

EDMs, social activations, a live Q&A session, ambassador program (involving Bondi Rescue, Scott Cam, Jude Bolton, Annalise Braakensiek and Vashti Whitfield), and a heavy PR component helped grow the campaign.

 


 

THE CHANGE

Being bold paid off. The campaign generated an advertising equivalent of $2.1m and saw a 4% increase in the number of helpline calls from men in the immediate campaign aftermath.

  • Aired on Channel 10 Breakfast Show and Channel 9 Today Show
  • Won at 2013 W3 Awards (Gold and Silver)

 

23
Jul

G20 On my Agenda

CHALLENGE

In the run up to the G20 summit in Brisbane, Tony Abbot removed Climate Change as a subject for discussion as he did not want to “cloud discussion on economic issues”. Ironically, Climate change will affect everybody in every walk of life, including the economy. Harnessing the power of the Australian public, we wanted to put climate change back on the agenda.

SOLUTION

We partnered with WWF, Greenpeace, GetUp, Earth Hour, AYCC, Oxfam, 350, ACR, and 1 Million Women to create a multi language dashboard empowering users to tweet directly at their local representative to let them know that they want climate change to be on the agenda.  Politicians that publicly supported our campaign were turned green during the course of the campaign.

RESULT

During the campaign, 50k tweets were sent using our trending hashtag #onmyagenda with a reach of over 10.5 million. Our thunderclap was released on 14th November by over 3000 people with a reach of 1.6 million. 5 attendees of the G20 showed support for our message including Angela Merkel, David Cameron and Barak Obama, with The President Of The EU Commission, Jean Claude Juncker,  actually using our hashtag within his tweets. Our Campaign was picked up by press and advertising publications alike, most notabley featured in Mumbrella, BandT, 7 News, Brisbane Times and The Guardian.

13
Apr

Send A Whale

CHALLENGE

Greenpeace wanted to reach outside their loyal supports to collect signatures for a petition against whaling in the Southern Ocean to be sent to the Japanese government before the IWC.

SOLUTION

We developed a viral social media campaign predicated on a simple thought – save a whale by sending a whale. People visited our campaign website to create and customise their own origami whale with a range of cool paper and accessories. After signing it and signing up, these were sent directly to none other than the Prime Minister of Japan.

RESULT

The campaign achieved huge success across social media, with over 180,000 signatories and over 50,000 links to the campaign generated on Google. Send A Whale won the Webby People’s Voice Award (Not-For-Profit category) in 2009.

 


 

 

“Greenpeace has worked with Circul8 on several projects, including the Origami Whales micro-site, which became one of our most successful online campaigns ever. We have an experienced in-house team, so we need an agency that can work collaboratively… Circul8 is a perfect fit – they share our passion for using technology and creativity to inspire positive change, they are a powerhouse of ideas and aren’t afraid to venture into new territory, and they consistently deliver innovative and beautiful material. The Circul8 team are great to work with, and I recommend them to anyone…”

Crina Belevi, Senior Online Producer

Greenpeace Australia

13
Apr

Find Your Spirit Animal

CHALLENGE

Street teams are costly – and in the long run, not that effective. Greenpeace approached us asking for a digital acquisition model.

SOLUTION

We all have an ecological spirit inside us somewhere. To bring it out, we created a fun and entertaining quiz called Find Your Spirit Animal which revealed a user’s unique animal identity and collected entrant details in exchange for an eco-friendly reusable sticker of their spirit animal.

RESULT

Greenpeace got in the green with cost per acquisition reduced by 65%, approximately 400% lower than face-to-face fundraising. Retention for the first 12-month period also increased and Find Your Spirit Animal was rolled out in other regions globally (UK, NZ, Switzerland) as a hot lead generation tool.

14
Apr

Save The Reef

CHALLENGE

Greenpeace Australia wanted raise awareness of the planned expansion of the coal industry, with 9 massive new coal ports being reviewed by environment Minister Tony Burke spelling disaster for the Great Barrier Reef.

SOLUTION

A portion of Australian identity is invested in the reef – which means every Australian has a reason to save the reef. We developed Save The Reef to collect a million user-submitted reasons to be sent to Tony Burke (environment minister) and visualised in an ever-growing grid of fluorescent boxes indicating social support.

RESULT

We created a platform that brought together and mobilised our audience. Thousands of users showed their support for our message and shared their own reasons to stop the aggressive expansion of coal ports in the name of protecting the reef.  This was supported by a parallel campaign across social media to amplify reach and engagement.