The objective was to raise awareness of the issue. The viral campaign launched in March 2009 and was initially seeded to 154 members of EFA.Within the first five days the site had experienced 11,000 page views.But the primary means of spreading the word was through URL’s posted on social media platforms. In this way, one URL alone was clicked on by over 1000 people. In addition, within the first week it was picked up as a hot topic on numerous, blogs and forums. All this on a zero dollar media and PR budget.

Raise Awareness of the Australian Government’s proposed Internet censorship scheme.

People love sharing things they have discovered online with their friends.Using this insight, we decided to demonstrate the impact that the planned censorship could have on this behaviour. We developed a simulation of the filter then made it possible for the public to send it to their friends. All people needed to do was post a link on a social media site, or email it to their friends. When the friend clicked on the link they would experience a simulation of the site blocker – no matter how innocent the site they visited.

This idea was relevant because we created our own filter to demonstrate what the Government’s proposed clean feed filter could be like. The strength of the idea was that it simulated the proposed clean feed filter, and made it easy for people to share amongst their friends - really utilising social media platforms.