Objective: To maximize signatures for the petition issued by the association, Urgence Darfour, in order to bring to the International CriminalCourt the Sudanese President Omar Al Bashir, who is charged with war crimes, crimes against humanity and genocide. The campaign started with a viral video and an online petition. However, we soon realized we were missing a very important part of the target audience: people that are seriously involved in the cause, and yet are not comfortable with using the Internet, and also activists taking part in meetings and demonstrations, who get enthusiastic about the cause but then forget to sign the petition online. We need to make these people sign easily,and immediately.
Idea: So we decided to create a “classical” flyer, like the flyers associations normally distribute to activists. However, this time, the flyer concealed a fatal trick for the dictator, and something of real, tangible interest for the activists: by signing and sending the petition, people literally, and immediately, “send him behind bars”.
Results: Urgence Darfour diffused the flyer during the official launch of the campaign, and then during each of the association’s demonstrations and meetings in France. In less than a week, Urgence Darfour received hundreds of signed coupons, and several congratulations from activists and associations on the efficiency of this alternative – and yet classical – medium.
Direct advertisement created by TBWA, France for Urgence Darfour, within the category: Public Interest, NGO.
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