Surrender Your Say

Client: Tourette Syndrome Foundation of Canada
Agency: Saatchi & Saatchi
Campaign: Surrender Your Say

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Through social media and a 30-second ad on donated TV, the TSFC challenged the public to give up their Twitter feeds for 24 hours on June 19, 2013. The program was called “Surrender Your Say,” and by signing up, people allowed the TSFC to randomly tweet Tourette verbal tics directly into their Twitter feeds. These tics were taken from real people living with TS—it was the first time Twitter was used to mimic a medical disorder. The campaign lasted just three days, but it created a global conversation across multiple media. More than 1,500 people “Surrendered their Say” pre-launch (1.5 times the goal) with nearly 9,000 participating over three days—three times the goal. Tweets reached nearly four million followers (four times the goal), while visits to the TSFC website were up 300%. Overall, the campaign delivered 100 million impressions (five times the goal), which did not include impressions generated by the thousands of Twitter comments, or by the massive media coverage.

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2014 Atomic Awards: Grand Prix, Gold (Collaboration), Gold (CSR), Gold (Idea), Gold (Digital Engagement)
2013 Media Innovation Awards: Best of Show, Gold (Charities & Public Service), Gold (Social Media), Gold (Integrated)
CASSIES: Gold (Seasonal & Short-Term)
Communication Arts INTERACTIVE: Winner (Social)
2014 Marketing Awards: Gold (Integrated), Gold (Public Service)
Cannes Lion Shortlists: PR, Media, Promo & Activation.