Camp Pacific: The Online Moment of Silence
public relations
Camp Pacific hired The Tea to help raise awareness around its Remembrance Day campaign called The Online Moment of Silence.
Given the online nature of the activation, The Tea(m) sent the press release out to news outlets in major Canadian cities, including trade publications, in order to ensure maximum coverage and awareness in a short time frame. The Tea(m) also sent targeted pitches to media contacts in major Canadian cities.
The Results
The press release ran on over 125 sites and the pitched story was picked up by multiple news outlets.
Broadcast interviews were secured on major networks in Vancouver, Calgary, and Toronto.
Nearly 200,000,000 potential views.
Increased uptake and participation on November 11th as a result of the media push.
Sample Media
CP24 in Toronto | Mark Nov. 11 moment of silence online
CTV Vancouver | Campaign encourages "Online Moment of Silence"
BrainStation | Canadian Campaign to Take a Moment of Silence on Social Sites
The Drum | Vancouver shop Camp Pacific pays homage to fallen soldiers in ‘Online Moment of Silence’
News660 | #ShareYourSilence campaign forces social media to reflect on Remembrance Day