#graphics3

[palespring]

Now you have me on the run The damage is already done Come on, is this what you want? Cause you’re driving me away And my love is no good Against the fortress that it made of you Blood is running deep Sorrow that you keep

[avadakedavras]

[avadakedavras]

[avadakedavras]

[mrhigham]

Similar to the website, the app's design came together relatively quickly as it borrowed its aesthetics from the posters, stickers and website. The idea of the app was really what makes it interesting and unique; the rest is mostly functional and is simply about facilitating an offline experience. The sooner we can people off of this app and into a cafe with one of their friends (but which one??), the better!

[mrhigham]

A super important part of this campaign was to get people to become advocates for the message by sharing content (online versions of the posters) and selfies taken on their "blind date". This would help spread the message even further, and best of all, keep the message going around and around people's social media accounts.

This cycle of messaging is hugely important, much better than a single, limited-time-only installation or a series of posters that are only up for a week.

Think about the ALS Ice Bucket Challenge — it went around the world and is estimated to have helped raise $US100m dollars for ALS charities, partly because there was always fresh content getting uploaded to social media (new videos of people throwing ice on themselves). In a similar way, new content is being generated by users/the audience in the form of selfies with their "blind date".

So it might not look too pretty being on social media, but it's hugely important and cannot be underrated!

[mrhigham]

A feature of the website was to have a phone with text animated inside it. The text would continually change, spelling out different ways of expressing laughter to mock how ridiculous some of these acronyms are and how far short they fall from actually laughing!