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One Minute of Silence

Award: Graphite Pencil

Graphite Pencil / Branding / Digital Brand Expression / 2011

On 23 January 2010, after the earthquake in Haiti, Caritas and Universal Music launched a song: ‘One Minute of Silence for Haiti’. It was 60 seconds of silence: 60 seconds to reflect on the victims; 60 seconds so we wouldn't forget too quickly. Priced at 97 cents, it was a micro-donation designed to keep the disaster in people’s minds for as long as possible. It was spread via traditional and social media channels, promoted by pop stars, and aired by radio stations. It kept the focus on Haiti, and it still does, every time your MP3 player plays it.

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