Organisers of swear day campaign claim Google Wave first

Organisers of an anti-violence campaign to launch tomorrow are claiming that their use of Google Wave in the National Swear Day project is a world first.  

High profile personalities are being asked to publicly “swear” that they will not commit violence towards women.

The My Oath campaign is being run on behalf of Unifem, the United Nations Development Fund for Women, as part of the White Ribbon Foundation campaign .

Targeted at the 10 million men in the country, it is being backed by Prime Minster Kevin Rudd and male media personalities who will use their TV and radio programmes to “swear” on air not to commit violence against women.

Hamish AndyThe communication campaign has been devised by former Saatchi and Saatchi CEO Simone Bartley and ECD Michael Newman.

In a press release the pair said: “In a world first the I Swear campaign will be the first ever Google Wave campaign, lead by the co-inventor of the new social networking tool, Lars Rasmussen himself.”

Those who are taking part in the beta testing of Google Wave, which is a collaboration tool, will be able to find a wave created by Rasmussen by searching for “with:public”.

There are also YouTube videos and print ads.


Meanwhile, an ad which has been placed on White Ribbon’s YouTube channel to promote tomorrow’s event has had the audio disabled with YouTube labelling it as being in breach of copyright. Update: The sound is no longer disabled.

The My Oath website has been developed by Deepend. PR is being done by CPR Communications and media placement is being handled by Zenithoptimedia.


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