We created the ‘Social Bomb’, a website that made Nuclear Weapons relevant and personal, empowering people to help Red Cross by amplifying their united voice.

First, we converted new site visitors into followers through a YES/NO. Then we asked permission to post a one-time message through their facebook and twitter accounts. Coordinating our followers ‘social reach’ maximised the impact of our message, and created the ‘Social Bomb’.

Using Google Maps, people could also join a virtual protest, see the effects of a simulated nuclear blast on their hometown, watch emotional stories from survivors and learn more about the issues surrounding nuclear weapons.The site involved a referendum that captured valuable voting data Red Cross would later use to push the campaign global.

The site featured easy to digest info-graphics and videos from Hiroshima survivors and celebrity supporters.

Using social media to empower a younger generation of digital activists, we: - Reached over 800,000 social media users - Obtained 25,000 support votes - 45% of registrants placed a visible protest - 145 countries represented. Excitingly, all 186 member societies of the International Red Cross agreed to work towards a legally binding international agreement to ban the use of Nuclear weapons.