Coinciding with the 65th anniversary of the Hiroshima bomb, Whybin\TBWA\Tequila, Melbourne has today launched an emotive pro bono campaign for the International Campaign to Abolish Nuclear weapons (ICAN), which will drive worldwide support for the worthwhile cause.

ICAN is a global grassroots movement for total nuclear disarmament through a legally binding and verifiable Nuclear Weapons Convention. The aim is to inspire political leaders throughout the world to negotiate a treaty abolishing these weapons of mass destruction, before they are used again.

Whybin\TBWA\Tequila's 'Millionpleas' campaign seeks to create the world's longest video chain letter driving support on both a local and international scale. Following the launch of, the campaign will ask supporters to upload their pleas and share with friends and family to build support for the cause. All pleas will be edited into a long virtual chain letter, which will act as a petition directed to political leaders calling for the total abolishment of these weapons.

The campaign will launch on TV Friday 6 August, with radio, print, online and below the line activities to roll out nationally.

The creative behind the campaign is simple and will play on the emotional heartstrings of Australians. The TVC was filmed in Hiroshima with a group of primary school children addressing each of the nine countries still in possession of nuclear weapons. A Hiroshima bomb survivor delivers the final words in video – reinforcing the compelling message that these weapons are a cause for real danger.

Dimity Hawkins, Campaign Director for ICAN Australia, says they look forward to seeing the results from this campaign: "Today marks the 65th anniversary of the Hiroshima bombing which killed thousands of innocent civilians. We are confident the message will really resonate with Australians, who have frequently demonstrated their compassion in the face of global disasters. We are very grateful for the support of Whybin\TBWA\Tequila and are very pleased with the launch of"

"Today, there are estimated to be 23,300 nuclear weapons held by just nine nations, so this campaign provides a much needed voice for the overwhelming majority of people throughout the globe who support nuclear abolition."

Commenting on the campaign, Whybin\TBWA\Tequila Chairman/Executive Creative Director Scott Whybin said: "An issue like this goes beyond the capabilities of an advertising campaign to facilitate action. It requires the power of people to create change. It is the most important thing we have done and ultimately the most important thing anyone can do. We invite everyone to demonstrate their support and be part of the movement for nuclear disarmament."

The worldwide campaign is supported by Desmund Tutu, Malcolm Fraser and Jodie Williams - Nobel Peace prize Winner.

Client: ICAN Agency: Whybin\TBWA\Tequila, Melbourne Production Company: 8 Commericals Director : Brendon Williams russ tucker (Digital creative) Michael McGlynn (Digital creative) Jeffrey Mok (Digital creative) David Cox (Digital creative) Jacob Withey (Digital creative) Scott Whybin (Executive Creative Director) Justine Gallagher (Art Director) Rob Hibbert (Copywriter) Lauren Duncan (Agency Producer) Hazel Tiernan (Senior Account Director) Steve Wren (Account manager)

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.