| Title | HUMANE CHAIN |
| Brand | WORLD SOCIETY FOR THE PROTECTION OF ANIMALS |
| Product / Service | LIVE SHEEP EXPORT |
| Category | A05. Public Service, Charity & Fund Raising |
| Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Entrant Company: | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Advertising/Web Design Agency: | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Ant Keogh | Clemenger BBDO | Executive Creative Director |
| Damian Royce | Clemenger BBDO | Creative Director |
| Julian Schreiber | Clemenger BBDO | Copywriter |
| Nick Kelly | Clemenger BBDO | Copywriter |
| Tom Martin | Clemenger BBDO | Art Director |
| Quenton Miller | Clemenger BBDO | Art Director |
| Calvin Teoh | Clemenger BBDO | Senior Interactive Designer |
| Daniel Zabinskas | Clemenger BBDO | Tech Lead and Developer |
| Amelia Thamrin | Clemenger BBDO | Interactive Producer |
| Louise Paton | Clemenger BBDO | Digital Account Management |
| Michael McKeown | Clemenger BBDO | Digital Account Management |
To get governments to make meaningful social change you need letters from individuals. A personal letter is more powerful than a hundred protest signatures. The World Society for the Protection of Animals have known while people disagree with the inhumane conditions of live sheep export, they wouldn’t actually write about it. Thus we created the Humane Chain – an online launch pad that removed any “effort” barriers. A unique writing tool allowed personal letters of protest to be instantly composed. With only mouse-clicks sentences combined to create arguments, even alternatives. Suddenly thousands of individual letters were ready to demand social change.