Freelance creative producer //TV producer/ radio producer/Art Buyer at freelance

Brussels Area, Belgium, Belgium

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Amnesty International - "Every NO deserves respect "

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgium

6256

Это объявление является частью "ACT Responsible Collection"

Бренд: Amnesty International
Страна: Belgium

Рекламодатель: Amnesty International

Заголовок	Every NO deserves respect
Агентство	Air, Partner of McCann
Кампания	My Body, My Right
Рекламодатель	Amnesty International
Бренд	Amnesty International
Дата первой трансляции/Публикации	2013
Бизнес сектор	Институциональные/общественного интереса/некоммерческие организации
Слоган	No always means no
философия	Our challenge was to get a simple message across with only a limited budget. We decided to build a large 3D NO and set it up on a busy location. Convinced that people wouldn’t respect our white statue, we waited. On the very first day, the first tag already appeared. The days after, our NO was completely vandalised with tags, obscene drawings and stickers. 10 days later we added our campaign message: (“Every NO deserves respect! Act against rape.”). Due to the limited budget, we were looking for something strong and symbolic to make people think. The tagging and vandalising of this huge NO represented the NO that loses it’s meaning, that isn’t respected because it is ignored. On a secondary level, the white NO getting dirty represents the way rape victims feel after being raped. As a result, the white NO became so much more than simply two huge letters.
Проблема	Each day, 8 rapes are reported in Belgium, 25% of which are even committed by the victim’s own partner. In fact, 56% of Belgians know a victim of sexual violence. The biggest problem, however, is the fact that nobody knows about these incredibly high figures. Our main goal was to create awareness and start a public debate about sexual violence in Belgium.
Результат	It didn’t take long for the press to jump on it; we were covered by the Flemish and French TV news, radio, national and international press and a whole debate started on blogs and social media. We even reached Joëlle Milquet, Minister for Equal Opportunities, who put the topic at the top of our parliament’s agenda.
Тип медиа	Анализ ситуации
Длина	105 seconds
Креативный директор	Marie-Laure Cliquennois
Креативный директор	Grégory Ginterdaele
Направление творчества/искусства	Karl Magnus
Направление творчества/искусства	Wendy Wauters
Графический дизайнер	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Креативный продюсер	Marie Libouton
Креативный продюсер	Bérengère Lurquin
Специалист по работе с заказчиками	Julie De Smedt
Специалист по работе с заказчиками	Elderd Bolhuis