What is it?
A Social Media Awareness campaign to raise awareness about Tourette Syndrome.
What was the outcome?
One of the most successful and celebrated social media campaigns in Canada.
Over 8,000 brave Tweeters surrendered their Twitter handles in support of the Tourette Syndrome Foundation of Canada generating over 1,000,000 impressions.
Atomic Awards = Grand Prix + 4x Gold
Marketing Awards = 2x Gold
Communication Arts = Winner - Social Media
Media Innovation Awards = Best of Show + 3x Gold
CASSIES = Gold
(2014) Cannes Lions = 3 x Shortlist
To find out what happened, watch the Case study video.
AToMiC Collaboration: GOLD
AToMiC Idea: GOLD
AToMiC CSR: GOLD
Digital Engagement: GOLD
Tourette Syndrome (TS) is a difficult disorder to understand. Sufferers might experience physical tics; vocal outbursts; Obsessive Compulsive Disorder; anxiety attacks. Sometimes, all at once. To raise awareness, the Tourette Syndrome Foundation of Canada (TSFC) knew they couldn’t just describe the disorder – they needed people to feel the lack of control and anxiety that comes with TS. So the TSFC launched Surrender Your Say and challenged the public to turn over control of their twitter feeds to the TSFC for 24 hours. They would allow the TSFC to randomly tweet Tourette tics directly into their Twitter Feeds. Collaboration was crucial to the success of this project:
What did I do?
I was the creative technologist and senior producer on the project. I helped conceive the concept, along with Rachel Kennedy (Art Director) and Shauna Roe (Copywriter). We had the freedom to do something impactful and we wanted to give people the feeling of having Tourettes. To help society understand what this is like, we asked them to experience it for 24 hours, in a place where everyone's watching - Twitter.
We collectively decided that Twitter would be the best platform so I quickly set about to find a way to give Twitter Tourettes, I also wrote the legal terms and conditions along with my long time collaborator in digital media law, Kerry from CreativeLegal, we ran these T&C's by Twitter who approved and even supported the campaign. I also brought in Andrew and Suzanne from DevelopmentFactory to build the app and the bots. They did a fantastic job and deserve a lot of credit.
Tourette Syndrome has a bad rep. Because many of us don't understand what the disorder is all about, we assume that people with TS are angry or insane. The truth is that Tourette Syndrome causes people to say and do things that are completely out of their control.
The awards show recognized powerful Canadian advertising, with the Tourette Syndrome Foundation and Saatchi & Saatchi claiming the Grand Prix.
May 15, 2014
It’s no surprise the Grand Prix at last night’s AToMiC Awards went to Tourette Syndrome Foundation of Canada’s “Surrender Your Say.” It’s the type of powerful advertising that worked in combination with technology, media and content, which is exactly what the AToMiC Awards is all about. But it’s also a campaign, created by agency Saatchi & Saatchi, that was recognized for its AToMiC Collaboration, CSR, Idea and Digital Engagement, having won an additional four Gold pieces in each of those categories at the Toronto show.