The relevance of the two minute silence in the lives of 25-44 year olds was in decline.
In 2019 The Royal British Legion approached Cubaka to help them win time with this hard to reach generation.
We knew to win time with this audience wouldn't be easy. We would need to cut through their crowded social media feeds and steal their attention.
In recent years we’ve witnessed a resurgence of spoken word and poetry among millennials; 2018 saw record sales of poetry among this age group.
We wanted to connect through a medium our audience knows and love.
Using spoken word artist Eno Mfon we created a moving film that tied the charity’s message directly to modern life, asking people to pause their lives-and technology, just for two minutes.
And, boy did it work!
1.9 million
Youtube
impressions
Our content received national press coverage
114
Pieces of
PR coverage
2.8 million
The number of
paid media
impressions at £0.06
P
