2 Minute Silence

One of the most touching campaign I ever found. It is all about Remembrance day to commemorate those who lost their lives at war.

In 2010, The Royal British Legion wanted to amplify messaging around the work it does supporting the Iraq and Afghan generation of serving and ex-service troops and their families. The biggest aim was to reach younger audiences via modern media and receive as much support as they can.

The strategy was set by the  Burson-Marsteller (B-M) which is leading global PR and communication firm. They decided to make a completely silent track entitled “2 Minute Silence” and releasing it into the UK music charts along with a celebrity-packed “music” video for Remembrance Sunday 2010. 

  Burson-Marsteller (B-M) campaign targeted young generation via social media: creating Facebook page, Twitter account and having "2 minute silence" on the radio. It was very successful as it reach youth centers, young communities. The campaign achieved high interest of young bloggers  which were sharing the fantastic campaign all over the world.

At the end the great results were achieved:

More than 20 leading celebrities secured to appear pro bono

More than 260 pieces of media coverage

More than 35,000 Facebook likes in three weeks

More than 200,000 views of video trailer on YouTube

More than 16 million reached through celebrity social media support

The video is really touching and emotional as there is no sound accept of background noises. It catches the attention and all the people shown in the video shows how many people support the Royal British Legion. That two minutes of silence make to respect, remember and to think about those who gave up their lives in the war.