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Mozilla leads Day of Action for Net Neutrality

By Patrick Kowalczyk, 13 July 2017 — Internet, Mission Driven

For today’s Internet Wide Day of Action to Save Net Neutrality Mozilla tapped into the oddly addictive Slow TV phenomenon with an epic, 9-hour video spoof. The offbeat but surprisingly effective video features 9 hours of real-time footage of ordinary things like chickens grazing and clouds rolling as a narrator reads a soothing and seemingly endless selection of the more than 40,000 messages that Mozilla has collected in opposition to the FCC’s efforts to gut net neutrality protections.

PKPR secured coverage in Vice (“This Video Features 9 Hours of Pro-Net Neutrality Comments Read in a Soothing Voice”)The Verge, CNET, International Business Times, and Inverse.

PKPR Client: Mozilla

Mozilla is a nonprofit that believes the Internet must always remain a global public resource, open and accessible to all.

PKPR developed and executed a national media strategy to launch Mozilla Foundation’s Privacy Not Included, an initiative that evaluates the privacy and security of apps, gadgets, phones, and laptops.

To kick off the campaign, PKPR organized a high-impact press event in New York City timed to the holiday shopping season. The event showcased Mozilla’s research on popular gifts’ privacy flaws, offered hands-on product demos, and facilitated interviews with Mozilla experts.

The campaign secured major media coverage in outlets like CNN, CNBC, and NPR, making Privacy Not Included one of Mozilla’s flagship programs and accounting for over 60% of the Foundation’s annual media coverage. PKPR has continued to drive attention to Mozilla’s work, including coverage of recent investigations into reproductive health and mental health apps.

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