The Queensland Government and Clemenger Brisbane have launched a new campaign, encouraging Queenslanders to ‘Promise to pause’ for one minute this Remembrance Day.
Clemenger Brisbane creative director Cristian Staal said this Remembrance Day holds extra significance as it marks the centenary of the armistice that ended the First World War.
It also came with an extra challenge.
“This year Remembrance Day falls on a Sunday. We saw this challenge as an opportunity to highlight the meaning behind remembrance. Being grateful to those who sacrificed to protect the lives we live today,” Cristian said.
The campaign features depictions of everyday Queenslanders stopping to commemorate Remembrance Day during typical Sunday morning activities, like going to the beach and playing sport.
“We’re humbled to be producing a memorable campaign for such an important tradition,” Cristian said.
Erin Core, strategy director at Clemenger Brisbane, said while 75 per cent of Queenslanders intend to observe the traditional one minute of silence, the campaign’s job is to remind them to remember. And to inspire the remaining 25 per cent to stop for a minute.
“These days we outsource our memories to our devices, so making them part of the solution was key. Our solution uses technology to bring remembrance to a modern audience,” Core said.
Interactive outdoor and a campaign website asks people to pledge a minute’s silence, while an automated calendar entry and Facebook event follow up with a reminder on the day.
The campaign will run across out-of-home, radio, digital and social in the weeks leading up to Remembrance Day.
You can view the work, make a promise to pause, and download a digital reminder here.