SOUND OF UNITY

TitleSOUND OF UNITY
BrandAMNESTY INTERNATIONAL NZ
Product / ServiceINTERNATIONAL WOMEN'S DAY
CategoryG04. Sound Design
EntrantCOLENSO 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

Credits

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

Background

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.

Describe the creative idea (40% of vote)

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.

Describe the execution (40% of vote)

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.

List the results (20% of vote)

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.

Links

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