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Audible.com.au: Make Words Great Again
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Audiobook and audio entertainment provider Audible.com.au has launched their latest multi-channel integrated brand campaign, via Emotive, Sydney, featuring local actor and comedian, Rebel Wilson, as the self-appointed 'Minister for Words'. The campaign empowers Australians to rediscover the power of the spoken word and ensure words aren’t being misused or neglected. The mock political campaign reflects the current political and cultural climate and follows Wilson on the campaign trail to 'Make Words Great Again' in Australia. It showcases how audiobooks can reintroduce Australians to substantial and meaningful words that inspire, entertain and expand their minds, whether that be on the morning commute, at the gym or as a way to relax and reduce screen time before going to sleep. According to research commissioned on behalf of Audible[1], Aussies are keen to broaden their minds and to feel inspired by the words they consume, with 80% of Australians feeling their conversations are becoming more negative, citing dishonest politicians (46%), depressing news (43%) and negative leaders (39%) as the most common reasons. Aussies are also looking to be positively impacted by the content they consume in 2019, with over half of those surveyed looking for more positivity or inspiration in the words, stories and public figures they come into contact with throughout the year. The video explores how banal conversation, fake news, poorly chosen language and uninformative social feeds can bring people down and leave Australians feeling empty and uninspired, while Audible offers an enriching alternative.
Lead Strategy: Tyler Wilson Related
Audible: "Grow Your Mind - Jane Austen"
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