Direct > Product & Service
TIME CHANGE, MIND CHANGE
EURO RSCG, Zurich / ONE YOUNG WORLD / 2012
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
We made good use of a simple calendar event: the change to winter time when clocks are turned back by 1 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.
ClientBriefOrObjective
Politicians make numerous every day ecisions that have an influence especially on the future of the world`s youth. The world’s youth do not always agree with all of them. They are afraid that they have to suffer from those decisions in the future.With the project ‘Time Change Mind Change’ One Young World wanted to give youth worldwide the chance to say what makes them worry. And which decisions politicians should rethink to make the world in the future a better place for themselves and the upcoming generations.
Effectiveness
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.
Relevancy
One Young World is the forum of global youth on the vanguard of forward thinking.Once a year it brings a selected group of young people together, trying to find solutions for the most urgent problems in the world. Those solutions are presented to companies and politicians worldwide.But forward thinking can also mean that you have to make people rethink what they have already decided. To get the big picture what youth worldwide has on its mind, we created this social media campaign – linked to this special calendar event.
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