Title | SOUND OF UNITY |
Brand | AMNESTY INTERNATIONAL NZ |
Product / Service | INTERNATIONAL WOMEN'S DAY |
Category | G04. Sound Design |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
PR | COLENSO BBDO Auckland, NEW ZEALAND |
Production | ASSEMBLY Auckland, NEW ZEALAND |
Production 2 | FRANKLIN RD Auckland, NEW ZEALAND |
Additional Company | AMNESTY INTERNATIONAL Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Dave Brady | Colenso BBDO | Creative Director |
Nat Knight | Colenso BBDO | Creative Director |
Holly Sutton-Williams | Colenso BBDO | Copywriter |
Simon Stuart | Colenso BBDO | Art Director |
Kate Smart | Colenso BBDO | Project Director |
Payton Cox | Colenso BBDO | TV Producer |
Joe Carter | Colenso BBDO | Communications Director |
Sam Drumm | Amesty International | Engagemet Director |
Hannah Smith-Frank | Amesty International | Communications Coordinator |
Clare Bone | Assembly | Digital & Content Producer |
Jonny Kofoed | Assembly | Director |
Rhys Dippie | Assembly | Technical Director |
Matt Wilson | Assembly | Senior Developer |
Elliot Stronge | Assembly | Developer |
Peter Hobbs | Peter Hobbs | Music Artist |
Social media can enhance an individual’s freedom of expression, but it also enables access to personal information. Living online can facilitate good connections, but it can also be a dangerous place, where connections are abused, used to harass and discriminate against people for their individual voice, choices, beliefs, gender or ethnicities. Globally 1 in 4 women have experienced online abuse, in New Zealand it’s 1 in 3. Abuse in the digital world is a violation of human rights. As more discrimination and violence against women occurs in the digital world, more women are retreating from public conversations and self-censoring out of fear for their privacy or safety. It affects wellbeing and puts lives at risk We were briefed to create awareness that abuse in the digital world is a violation of human rights and to encourage people to speak up and stop this harmful behaviour.
Sound is a powerful healing tool, that can heal at a cellular level. We created ‘The Sound of Unity’ - mobile message alert tone and icon with a unique frequency to spread awareness of online abuse and to help stop it. Our frequency was designed to turn negative messages that can harm, into positive sound vibrations, that can heal.
To create the Sound of Unity we crafted a bespoke instrument, a unique singing bowl that replicated a specific Solfeggio frequency. Resonating at 417Hz, the note ‘RA’ reverses negativity and creates positive change. We recorded the frequency and released the Sound of Unity alert tone on the Appstore and Google play. The idea was to use the power of sound to turn negative messages that can harm, into positive sound vibrations, that can heal. The sound was also crafted into a beautiful animated GIF, which could be posted into any social feed to stop toxic online behaviour.
To create awareness we enlisted the help of Influencers affected by online abuse and asked them to be a part of our campaign. They shared the Sound of Unity on their social platforms. The positive effects spread quickly. 812,274 social accounts reached within 48 hours with $0 media budget. Amnesty created a powerful iconic sound to help silence online abuse.