Gruen
From the doctor’s surgery to our social feeds, the 24-hour news cycle has invaded almost every facet of our lives. But what if we could simply opt out? Just quit news. Real, fake, bad, good. Switch it all off.
The brief
That was the brief when Carbon was invited to pitch on ABC TV’s Gruen. Convincing people to give up news isn’t an easy proposition though. So, how do you get someone to disconnect with the world?
The good
We built our campaign around an insight that zeroed in on the negative impacts of being exposed to too much news — News stuffs your head. And what’s a modern social impact campaign without a movement behind it? That’s how the idea for the No News Society germinated.
The impact
Look, it’s hard to measure the impact of a fake ad, but we can measure the reception it received on Gruen. With a great response from the audience in a tightly run two-horse-race, we were chuffed to get our ad in front of the panel. And who knows — bad taxidermy, visual puns, the beginnings of a global movement, perhaps this campaign has some life left in it yet?
