Cannes Lions

Zero Minutes of Fame

OGILVY & MATHER, Chicago / THE BRADY CAMPAIGN / 2017

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

The Brady Campaign, America’s leading organization dedicated to the reduction of gun deaths, created a Google Chrome plug-in that completely removes the name and image of mass killers from the Internet. It also replaces them with something that truly deserves our attention — the victims. In addition, the plug-in leads to a petition to stop media outlets from glorifying the killers.  

Execution

The plug-in was launched on the Google Chrome store on April 27th, 2016. Once installed, it immediately eliminates the killer’s presence from Google, Wikipedia, and the most visited news outlets including Fox, Yahoo News, CBS, and many others.

A video was also created and distributed to help promote the plug-in. In addition, the plug-in drives users to a petition to stop media outlets from showing the name and image of the perpetrators on their programs.

Outcome

Within the first 48 hours, the campaign received 1.5 billion media impressions – giving The Brady Campaign over $3,500,000 in free media. The campaign also drove thousands of plug-in downloads and petition signatures

But most importantly, Zero Minutes of Fame was picked up by every major media outlet in the United States — encouraging many, including Megan Kelly at Fox and Anderson Cooper at CNN, to never mention the killers’ names. By creating the plug-in, we revolutionized the way the media in the US reacts towards mass killings.

Similar Campaigns

10 items

Australia is Why

THE MONKEYS, PART OF ACCENTURE SONG, Sydney

Australia is Why

2023, TELSTRA

(opens in a new tab)