Pause Campaign
The relevance of the two minute silence in the lives of 25-44 year olds was in decline.
3.2M
Organic Impressions
One hundred years since the very first two-minute silence, The Royal British Legion approached Cubaka to help them refresh the relevance and meaning of Remembrance and encourage mass participation in the 2-minute silence across this hard to reach generation.
We knew winning time with this audience wouldn't be easy. We would need to cut through their crowded social feeds and steal their attention. Our campaign did just that:
2.8M
Paid Impressions
144
Pieces of PR coverage
We identified two very clear trends to tap into by conducting independent research with 1000 members of the public, we found:
More than half (52%) want to spend less time on social media, while a fifth (22%) have already imposed limits.
We knew that inviting people to take time away from tech would create an emotional and poignant response within our audience.
Spoken word and poetry had witnessed
a boom within this audience over recent years, with poetry sales hitting an all-time high.
Using spoken word artist Eno Mfon we created a moving film that tied the charity’s message directly to modern life, asking people to pause their lives-and technology, just for two minutes.
It was so successful that we re-imagined it the next year…
Contact us to see how we did this.