Dare inspired by DDB’s Vancouver riot response
The U.K office of Dare (owned by the Quebec-based Vision7, which also owns Cossette) has launched a website that focuses on positive community action in the wake of this week’s rioting in London and other U.K. cities.
The website, ThisIsOurLondon.com, went live Tuesday evening and features Twitter and photo updates about the riots and efforts to clean up after them. Since launching the site, Dare staff has combed the internet for such content.
Stephanie Newman, planning director at Dare’s London office, said her agency was moved to harness the positive reaction of Londoners affected
“What you started to feel in London on Monday and Tuesday was a response from all the communities that were being destroyed, a real love for the community and love for the business owners that have been affected and an outpouring of people helping to rebuild and clean up the streets,” said Newman.
“It seemed like London needed to see more of that, so we thought it would be good to pull together in one place all the positive actions and messages to counterbalance all the negativity we see, particularly in news headlines.
“It’s meant to be a reflection of what’s happening in London. We’re not asking people to send stuff in. We’re gathering all the things we see on the internet.”
The site is reminiscent of ThisIsOurVancouver.com, a website developed by DDB Vancouver after riots in that city following Game 7 of the Stanley Cup final in June.
Newman acknowledged that DDB’s creation inspired Dare’s effort, which includes similar copy on its home page.
“We had the idea to do something positive, remembered that site and thought that was the right sentiment and the right language and the right spirit,” said Newman. “We actually didn’t think to check who’d done it or whether it had been an agency – we just wanted to get (the site) up.”
