BWM's Red Cross nuclear campaign honoured at Webby Awards

A digital campaign for the Red Cross by Australian agency BWM has been selected as an Official Honouree at the 16th annual Webby Awards.

The Target Nuclear Weapons campaign was designed to reignite the debate over the legitimacy of nuclear weapons.

Rocky Ranallo, BWM creative director, is delighted, as the selection means the campaign has placed in the top 15% of all the entries from 60 countries.
“This is an amazing feat – the quantity and quality of work submitted was ridiculously high, and to rank up with the best of them is fantastic,” he said.

The campaign, created in conjunction with digital agency Pollen, was based around a website created to engage young people to spread the word about the humanitarian consequences of not banning nuclear weapons.

The website asked people to vote in an online referendum and allow the Red Cross to post a one-time digital message on their social media accounts, creating a 'social bomb'.

As a result, 800,000 people were reached through social media. When this was presented at the Red Cross global conference in Geneva, all 187 member societies agreed to work towards a legally binding international agreement to ban nuclear weapons.