The brief was to spread the word about the Make Poverty History campaign using any media. Agency Republic’s idea was g8rally.com - a place where supporters of the Make Poverty History campaign who were unable to make it to Edinburgh to protest could make themselves heard online. Visitors to g8rally.com could customise their own animated character from a set of features. They were encouraged to ‘have their say’, an option where they could enter a personal message which was displayed on their placard. They could also email a G8 leader and, crucially, invite their friends to join them on the virtual march.
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