Let’s face it. Some things are just more interesting that others.
The Australian federal budget may not be BuzzFeed worthy, but when it means a whopping $11 billion cut to Australian Aid it’s worth talking about.
Agency worked with the Campaign for Australian Aid to create a distractifying social media quiz measuring not only your fairness as an individual, but what you thought about cuts to international development.
What better way to reach people than with a trashy quiz and cutesy archetypes?
We set about making a clickable test, where people make moral judgements about the fairness of current issues. From vegan barbecue goers to the supermarket milk wars, the questions draw down on increasingly tricky questions.
At the centre of the idea was that if we could engage people, asking their opinion on relevant issues – with no right or wrong answer – we could show young Australians that their natural inclination to fairness means that they’re equally inclined to support Australian aid.
When the results came in? 37,000 people started the test with a huge 85% completion rate. Each person who made it through the test received a profile of fairness, a shareable character with attitude.
We used social media to promote the campaign, with advertisements that took real-time questions of fairness, from Taylor Swift dropping off Spotify to WA being granted an additional public holiday. As the campaign was building momentum, we met people at the exact point where they’re looking for distraction, the train ride home, with a full page ad in the Sydney and Melbourne MX.
13,000 people added their names to the Campaign for Australian Aid as a result, and the fight for a fairer budget for funding for international development continues.