A photo of a man in Canadian army uniform standing in silence in front of a monument. In the background are an army band and members of the crowd.

Silencing social feeds in honour of our fallen soldiers.

THE ROYAL CANADIAN LEGION

REMEMBRANCE DAY ACTIVATION

Silencing social feeds in honour of our fallen soldiers.

The first moment of silence was held on November 11th, 1918, and it has been an important part of Remembrance Day ceremonies ever since. Unfortunately, the relevance of this once universally observed tribute has been eroded by today’s culture of smartphones, social media and constant connectedness. Remembrance Day was slowly being forgotten, so the Royal Canadian Legion set out to remind Canadians that it still mattered.

To solve this problem, we modernized the 100-year-old tradition at the core of Remembrance Day and created the Online Moment of Silence. In October of 2018, we launched a microsite that enabled people to schedule blank or “silent” posts to their social feeds for 11:00am on Remembrance Day.

This helped people show their support by extending the moment of silence to their social channels, while also serving as a reminder of the importance of Remembrance Day to anyone absently scanning social media during this solemn memorial.

At 11:00am on November 11th, 2018, the first Online Moment of Silence was held. Prominent influencers such as the Toronto Raptors, the Vancouver Whitecaps, Trish Stratus and even William Shatner went silent, as did thousands of Canadians across the country. #ShareYourSilence trended in Canada, and the Online Moment of Silence ensured Remembrance Day was more relevant than ever.

Communication Arts Interactive Annual short list

Around 100 screenshots of blank 'silent' social media posts arranged in a grid.

the Idea

At 11am on November 11th, we silenced social feeds to ensure the meaning of Remembrance Day was heard loud and clear.

  • A screenshot of the Online Moment of Silence website. On the left is an example image of a silent (blank white) social media post and on the right is a form titled "Share Your Silence" inviting users to share a blank post on Facebook and/or Twitter on November 11th.
  • A screenshot of the Online Moment of Silence website homepage. On the left is a photo of a man in Canadian army uniform standing in silence in front of a monument. On the right is the homepage title "The Online Moment of Silence" in a typewriter-style font on a white background.
  • A screenshot of the Online Moment of Silence website homepage when scrolled down. On the left the photo of a man in Canadian army uniform standing in silence has been framed in a social media post style layout, with icons to like, comment or share. On the right is some black text on a white background, reading "On Nov 11, help bring the moment of silence online. With your involvement, we can silence social media with blank posts, reminding anyone checking their feeds to remember those who've lost their lives to conflict, past and present."

Results

Thousands of Canadians and prominent influencers, including the Toronto Raptors, Vancouver Whitecaps and William Shatner, went silent and ensured #ShareYourSilence trended in Canada.

End of the line

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