The Use Of Social Innovation Via The Web To Promote the Two Minute Silence

The Royal British Legion's unprecedented use of social innovation via the Internet to promote the Two Minute Silence that took place this Remembrance Sunday on 11 November has been declared a huge success by the Charity.  The organisation called on the Twitter generation to urge millions of users to observe the traditional two- minute silence.

All people had to do was sign up to the ‘Thunderclap crowdspeaking platform,’ which sent out the message - “I’ll be remembering the fallen at 11 o’clock #2minutesilence #LestWeForget” to encourage people to remember the silence ahead of 11 o'clock (GMT). In the end over 19,800 people signed up to help distribute this key message and it was seen by 10,227,462 million people across Twitter and Facebook. Many more people online would have seen the message over the course of the morning as supporters amplified the social media noise by retweeting and sharing the sentiment in the lead-up to 11 o'clock.

#LestWeForget, #2MinuteTwitterSilence and #Remembrance Sunday were all popular-trending topics during the morning on Twitter showing Remembrance to be one of the most discussed topics on the social innovation network. Helen Hill, The Legion's Head of Remembrance, says, "Our aim was to create the largest-ever participation of online Remembrance and we believe we have achieved that. The support the campaign received was phenomenal and it's proved an invaluable way to extend the Remembrance message to a new audience."

The Royal British Legion is the U.K.'s leading Armed Forces not-for-profit, and provides practical, emotional and financial support to all members of the British Armed Forces past and present, including their families. It actively campaigns to improve their lives and safeguard the Military Covenant between the nation and its Armed Forces. It also organises its very famous Poppy Appeal and is recognised as the nation's custodian of Remembrance. As the legacy of Afghanistan and Iraq combine with defence cuts, strains on public sector support and a peak in welfare demand from older veterans shows that the service community is facing a storm of health and welfare needs in the coming years. The Royal British Legion is there to support them.

The campaign on Sunday received support from a number of high-profile personalities including entrepreneur, Richard Branson; London Mayor, Boris Johnson; and the British actor, Stephen Fry, who referred to the campaign as a "beautiful idea." The Legion has been a voice for the Armed Forces community for over 90 years.

Photo credit: The Royal British Legion Website

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