Australian web platform marks a new global milestone for online interactive campaigning

Macworld Australia Staff
18 August, 2010
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Press Release

Melbourne, August 18th: Australians are being urged to help create the world’s longest video chain letter to appeal to world leaders to abolish nuclear weapons through a pioneering new web platform at

The ‘Million Pleas’ campaign, developed in Australia and launched to mark the 65th anniversary of the bombing of Hiroshima, connects three of the most popular social networks to drive mass participation and organic self-promotion.

Organisers want to give millions of people around the world the chance to voice their support for nuclear disarmament by uploading their image and personal plea via youtube, facebook or twitter.

“By allowing users of YouTube, Facebook and Twitter to support and share it’s anti-nuclear weapons message, it reaches the largest possible global audience,” said Michael McGlynn, Creative Technologist for Tequila.

“ is also one of a growing trend of sites that opts for JavaScript, CSS and HTML instead of plugins like Adobe Flash to create a rich and interactive experience,” he said.

Ambassadors of the campaign include Nobel Peace laureates Archbishop Desmond Tutu and Jody Williams, and Australian former Prime Minister Malcolm Fraser.

The campaign is a partnership between the International Campaign Against Nuclear Weapons (ICAN) and Melbourne advertising agency Whybin TBWA.

It features a special promotion filmed in Hiroshima – where the world’s first nuclear bomb was dropped on August 6, 1945, killing over 100,000 people, most within minutes. Tens of thousands more were killed when a second bomb was dropped on Nagasaki just three days later.

The 45-second film features Hiroshima school children and Nakanishi Iwao, an 80 year old survivor of the blast, calling on nuclear powers to ensure no other city on earth ever faces such devastation.

“It’s an incredibly moving message delivered here using cutting edge viral technology” said ICAN spokesperson Dr Bill Williams.

“Millionpleas is a great example of technology being used for mass engagement and mobilisation. Banning nuclear weapons would be the ultimate mark of respect to those who died at Hiroshima and Nagasaki.”

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