Significant seven: Media ideas
Over the next few days, we are publishing highlights from this year’s Mumbrella Annual.
1 Youngcare, old people in a box
Two old people and a wheelchair-bound man in a Perspex box was one of the more unusual sights at Martin Place on a weekday morning. The point that young disabled people should not be put in old people’s homes was powerfully made in an enclosure that looked, felt and even smelt like the real thing. Encouraging the public to write what they thought about the issue on the side of the box helped garner support for the charity and generate added publicity. The medium truly was the message.
Agency: inhouse
2 Say Yes Australia, Parliament House
The Say Yes pro-carbon tax campaign started badly with a TV ad with Cate Blanchett that was slammed by the media. But the campaign then took a grass roots approach. After collecting thousands of reasons why people supported the tax via its website, these pledges were published in books which were sent to MPs. They were also written on placards and placed outside Parliament House. From above, the placards read ‘Say Yes To Clean Energy’.
Agency: Republic of Everyone
Carbon Cate ads ended swiftly when the uproar started!!
It is man with a disability and man using a wheelchair, not disabled man and wheel chair bound. The person always comes first.
The Peroni thing? Really? What a few thousand gum glued low res players. The sound of one hand clapping, surely.
The “Say yes Australia” campaign was a communications catastrophe – an absolute disaster. It made that issue a non-issue, from which it is never likely to recover.
In fact it changed the issue from a grassroots issue to being perceived as one for the latte luvvies and champagne socialists. You couldn’t have done it worse if you tried.
It should have been in your Top 7 disasters list.