Cannes Lions

I WILL LISTEN

JWT NEW YORK, New York / NAMI NYC-METRO / 2014

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Overview

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Credits

Overview

Execution

I Will Listen turned the biggest social network, Facebook, into the world's largest support network. By posting a video or Instagram, or tweeting support, you can make a promise to listen. Friends who need help, or simply someone to talk to, can then message you knowing that they won't be judged. Mariel Hemmingway and other well known advocates helped spread the word. Grass roots participation took off, with thousands of people posting content on their social networks. Many other non-profits joined with us and promoted the campaign. And student organizations at a dozen universities activated the campaign on their campuses.

Outcome

The results of #I Will Listen have surpassed our expectations. Facebook likes increased 3,000%. More then 350 news articles, including features in the New York Times, Wall Street Journal and Huffington Post, earned more than 300 million impressions. The campaign raised more than $400,000 from organizations including the Scattergood Foundation. It trended at #4 nationally on Twitter. And the campaign has been joined by 41 other non-profits, leading employers like Credit Suisse, Liberty Bank, PWC and Deutsche Bank, and student groups at more than a dozen universities including Penn State University and the University of Florida.

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