Do 20-somethings care about Remembrance Day? Rethink Communication’s latest campaign hopes to ensure they do. The company used Snapchat this Nov. 11 to help The Memory Project engage millennials on the issue.
The agency’s work shared images and video stories of veterans via the social sharing service. But like all Snapchat messages, they disappeared shortly after users viewed them, reinforcing the idea that Canada’s World War II and Korean War veterans are dwindling in numbers and will someday vanish.
“[The messages] literally disappear, the campaign highlighted the urgency of The Memory Project’s mission,” said Aaron Starkman, creative director for the project and partner at Rethink, adding that it spoke to millennials in a place they gravitate towards naturally.
The fact that the form dovetailed with the messaging made it “the perfect vessel to deliver the information,” said Starkman. “It’s really important that [the younger generation] recognizes the legacy.”
All messages drove viewers to TheMemoryProject.com, run by Historica Canada, which records and archives veterans’ stories.