Cannes Lions

POSTS INTO LETTERS

AREA 23, AN FCB HEALTH NETWORK AGENCY, New York / CHANGE THE REF / 2018

Awards:

2 Silver Cannes Lions
1 Bronze Cannes Lions
7 Shortlisted Cannes Lions
Presentation Image
Case Film
Demo Film

Overview

Entries

Credits

Overview

Description

The idea is simple: compel Americans to convert their posts into letters in Joaquin’s (Parkland victim) handwriting and mail them to Congress.

The leaders of the gun control movement, student survivors of the Parkland, FL, school shooting, compelled people to turn their ineffective social media posts about gun control into effective letters for Congress. These letters were written in the handwriting of Joaquin, one of their classmates who was killed in the Parkland shooting.

These student leaders used their social media accounts, with followings up to the millions, to urge people who want gun control to go to our web platform and create a letter for their congressperson about it.

By partnering with the leaders of the American gun control charge, this initiative was able to grow into an American movement.

Execution

We were able to reach millions of people with our message;

We launched our initiative with strong support from the leaders of the gun control movement. Emma Gonzalez, David Hogg, and the March for Our Lives students all tweeted passionate endorsements of the project and asked their millions of followers to participate.

Manuel Oliver, Joaquin’s (shooting victim and child behind the handwriting) father, also shared this initiative across his non-profit, Change the Ref’s, social platforms.

These posts created a far reaching ripple effect of retweets and conversations. Everyday, our number of unique daily visitors continues to grow, as does the number of letters being sent directly to Congress with no additional effort from us.

Outcome

Through social engagement, Posts into Letters became a huge success.

There have been 1MM impressions per day since the campaign launched.

The project was endorsed by the official March for Our Lives group. Additionally, all of the founders of the March for Our Lives movement gave individualized endorsements of the campaign through their personal social media channels.

Since launch, over 10,000 letters have been created and sent to Congress.

Posts into letters became a movement that is now changing the way Americans express their political opinions, from one that is ineffective to one that has influence over Congress Members.

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2023, CHANGE THE REF

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