Campaign for Australian Aid · Stop the Clock

Putting on the pressure as they ran down the clock

It’s a savvy politician that references the time they’ve spent publicly discussing an issue as a decision nears. An informed public who voted long in advance for a decision can make its passage almost assured. But when Australia’s aid budget was cut, it was done without public discourse, and in successive budgets.

The campaign for Australian Aid had already witnessed huge cuts to international development, and this final billion-dollar cut would reduce our overseas assistance to its lowest levels since we started counting.

As the next budget neared, we needed attention on the significant cuts that remained unknown.

The result? A campaign action for the Campaign for Australian Aid, calling on leaders to halt this newest round of reductions in our work as a nation in overcoming poverty:

 

The brand was specifically designed not to look and feel like the aid and development sector, but to drive interest from a broader group. Smashed clocks and slow-motion numbers were used throughout the campaign advertising.

 

Stop the Clock created a unique moment for campaign supporters, and conveyed the real sense of urgency that pulled them together to act.

 

The interactive experience had quick methods for supporters to contact their local Member of Parliament, and choose the time-based method that felt most comfortable to them. 10 seconds to tweet, 30 seconds to write an email.

Both Labor and the Greens confirmed their support to reverse the cuts during the campaign. As for the government? Well… that’s yet to be seen.

PS: all you need to be convinced that we’re in a time of great humanitarian need.