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International Day of Mine Awareness and Assistance in Mine Action
4 April


On April 4, New York City becomes a digital minefield

United Nations Mine Action Service and Critical Mass observe International Day for Mine Awareness and Assistance in Mine Action with a one-day interactive exhibit at New Museum

New York, NY - April 4, 2014 – For most New Yorkers, landmines are a distant danger they will never know or experience. But for millions, landmines are a daily and crippling threat. On April 4th, the United Nations Mine Action Service (UNMAS) observes the International Day for Mine Awareness and Assistance in Mine Action by sharing an interactive exhibit to help New Yorkers understand just a hint of that fear.

The exhibit, entitled “Sweeper,” is a multi-sensory experience that combines visual, audio, physical, mobile and interactive installation elements. To experience the Sweeper exhibit, visitors need to download the Sweeper mobile app available at www.getsweeper.com. Using Apple's iBeacon technology, Sweeper provides an audio tour guide and beacons to simulate the experience of walking through a minefield. The exhibit also features poignant portraits of mine victims by renowned photographer Marco Grob, as well as educational and donation resources from UNMAS. Together, this experience is designed to bring awareness to the urgent need for landmine assistance.

On April 4, an invitation-only reception will kick off the one-day only exhibition with remarks from UNMAS Director Agnès Marcaillou, UN Japanese Ambassador Kazuyoski Umemoto, and Critical Mass CEO Dianne Wilkins, followed by guided tours through the exhibit. From 11am to 3pm that day, Sweeper will be open to guests by registration.

Dianne Wilkins, CEO of Critical Mass said, “At Critical Mass, we believe that technology should be used to make lives better – not worse -- around the world. We created Sweeper for UNMAS to raise awareness for efforts to rid the world of technologies that exist solely to cause destruction. We are anxious to see how people react to the experience and come together for #NoMoreMines.”

About Critical Mass
Critical Mass (www.criticalmass.com) is a global digital agency that helps clients deliver a cumulative customer experience across messages, devices, touch points, and time. Founded in 1996, Critical Mass has 8 full-service offices, operating across North America, Europe, Latin America, and Asia. Critical Mass is a part of Diversified Agency Services, a division of Omnicom Group Inc.

Additional information
Learn more: www.unmas.org
Experience: Download Sweeper from www.getsweeper.com and visit New Museum on April 4 only from 11-3pm.
Support: Donate $5 to UNMAS by texting DEMINE to 27722 and then reply YES to the confirmation text.
Share: #NoMoreMines


Media Contacts:
Lee Woodyear, Public Affairs Officer
+1 917 367 0200
Mobile: + 1 646 416 1418

Critical Mass:
Katy Zack, Director of Communications
+1 212 801 8306
Mobile: +1 646 895 3288



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