Which? - Unmute UK
How did we get 50,000 Britons heard by keeping quiet?'
Which? needed 50.000 signatures to put pressure on the Government and raise several measures that ensure key public services listen and act on people's concerns at the Parlament.
Although we wanted people's voices to be heard, our idea was to do all the opposite.
Electronic maestro DJ Jakwob (famed for his remixes of major artists such as Lana del Rey) and spoken word artist George the Poet created a new soundtrack. And to represent the sense of voicelessness experienced by millions across the UK, their new track would remain muted until the #UNMUTEUK petition reached the signatures needed.
The key was to generate buzz amongst younger audiences. Thanks to a smart PR and Social Media strategy, influencers and key bloggers muted their tweets as an statement of solidarity. The voice spread as expected and the goal was reached after only 2 weeks.