With no mass Remembrance services taking place in the UK this year due to Covid-19, the CWGC has created an inclusive, accessible, digital Remembrance event to mark 11 November 2020, in order to engage with a younger, more diverse audience.
On the evening of 11 November, the CWGC will ask people to go outside at 7pm and look up to the stars to remember those who died across the Commonwealth.
Based on the idea that behind every name is a story worth telling, the CWGC has worked with M&C Saatchi to create a unique website, making use of the Commission’s existing extensive records and search facility, that maps the entire night sky and allows users to name a star after someone who died in one of the World Wars.
The digital platform is supported by social media activity. The social assets focus on the simple beauty of the night sky and act as a reminder to the country to go outside on 11.11 and look up to the stars.
In order to generate further conversation, awareness and interest on Armistice Day, connecting the physical location of CWGC cemeteries to the campaign’s digital activity, the CWGC is installing beams of light at four key war memorials and cemeteries, including Brookwood Military Cemetery in Surrey and The Plymouth Naval Memorial.
This professional campaign titled '#ShineOn' was published in United Kingdom in November, 2020. It was created for the brand: Commonwealth War Graves Commission, by ad agency: M&C Saatchi. This Digital medium campaign is related to the Public Interest, NGO industry and contains 4 media assets. It was submitted almost 3 years ago by Owner: Julia Conroy of Julia Conroy Limited.
Advertising Agency: M&C Saatchi, London, United Kingdom of Great Britain and Northern Ireland