Cannes Lions

EVENT

EURO RSCG, Zurich / ONE YOUNG WORLD / 2012

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Overview

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Credits

OVERVIEW

Execution

We made good use of a simple calendar event: the change to winter time when clocks are turned back by one hour.We wanted politicians to use the extra hour sensibly: for rethinking their decisions.What decisions? The youth themselves could tell the politicians directly on our Facebook page, via Twitter and our website.Comments from all over the world for Obama & Co. were posted on our Facebook page.Then, we printed out the whole Facebook page as a 39 foot long letter with all comments. And exactly on that time change day, the world`s mightiest received that letter, in order to give them food for thought in that extra hour.

Outcome

Young people from over 80 countries worldwide posted on our Facebook page which decisions the leaders of the world should rethink. We had over 200,000 clicks within 2 months.

Newspapers worldwide reported on Time Change, Mind Change and 1 whole 30-minute long Talk Show that focused only on our project was aired.First political leaders such as Australia’s Premier Julia Gillard and Norway’s Crown Prince and Princess are followers on Twitter.Swiss Federal Councillor Micheline Calmy-Rey is still with pen and paper. She answered our initiative in a letter.

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