A huge collection of 3400+ free website templates JAR theme com WP themes and more at the biggest community-driven free web design site
Home / International Committee of the Red Cross Breaks the Prejudice Surrounding Disappeared Relatives

International Committee of the Red Cross Breaks the Prejudice Surrounding Disappeared Relatives



International Committee of the Red Cross is launching a film to tell the real stories of people looking for their missing relatives.

Created by Cheil Spain, the campaign aims to break the tired prejudice of the typical static image of relatives posing with a missing person’s photograph.

Instead, the agency has created a campaign that puts the disappeared person inside the image, telling the story of their family.

Cheil’s 90-second film, and four 30-second versions, will run across Facebook, Instagram, Twitter, and YouTube globally.

The activity gives visibility to the tireless effort made by families seeking their missing relatives, and addresses the stereotype of inactive relatives waiting for disappeared people to return. It shows people posing with their relative’s photo, remaining in silence to leave the disappeared person to tell their own story for the first time.

María Emilia Cicoria, the Audiovisual Producer at International Committee of the Red Cross, said: “There is a need to give visibility to the tireless effort made by families seeking their missing relatives. We wanted to touch the hearts of the audience because, behind the typical image of the family member with the photo of their loved one, there is a search story that we can’t even imagine.”

Joaquin Espagnol at Cheil Spain said: “Sometimes reality goes beyond fiction – this campaign is full of true testimonies. There were so many compelling tales that it was really hard at the beginning of the process to select the stories of each family.”


CREDITS
Executive Creative Director: Joaquin Espagnol
Creative Director: Nicolas Diaco, Ezequiel De Luca
Art Director: Rodrigo D. Batista, Elenita Hernandez, Julian Diez
Copywriter: Rodrigo D. Batista, Elenita Hernandez
Agency Producer: Sergio Huerta, Carlos Montiel, Celia Martin
Production Company: Landia
Director: Maxi Blanco
Executive Producer: Nicolas Cabuche
Producer: Alberto Lopez
Post Production: McNulty
Sound Design: Sonomedia
DoP: Pablo Clemente


About Abdi

Check Also

R&R Partners Launches New Campaign for National Child-Welfare Program



For the first time in more than 10 years, the National Court Appointed Special Advocates and Guardian ad Litem Association for Children (CASA/GAL) are launching a new campaign with the help of advertising agency, R&R Partners. The multimedia campaign aims to increase brand awareness and recruit volunteers to provide best interest advocacy in courts for children who have experienced abuse and neglect.

National CASA/GAL supports and promotes court-appointed volunteer advocates so every child who has experienced abuse or neglect can be safe, have a permanent home, and experience the opportunity to thrive. The organization, which has existed for almost 40 years, has 950 state and local programs across the country. CASA/GAL volunteers are appointed by judges to advocate for children’s best interests. They stay with each case until it’s closed and the child is in a safe, permanent home. The 94,000 volunteers work with legal and child welfare professionals, educators and service providers to ensure that judges have all the information they need to make the most well-informed decisions for each child.

R&R created two public service announcements for National CASA/GAL. Filmed from a child’s perspective during a transition from one placement to another, each is a portrait of a frightened and confused child who has no idea where they are going. In “Instability,” a girl is thrust into a new environment and feels like a complete outsider. Then she meets her CASA/GAL volunteer, who is 100% her advocate. In “Then You Came Along,” a boy is depicted going through a similar experience and, ultimately, meeting his caring CASA/GAL volunteer.

“R&R Partners is the definition of partnership. They were able to capture the National CASA/GAL voice, and better help us tell our story because of their advertising expertise, passion for the work, insight, and commitment to understanding our organization,” said Tara Perry, CEO, National CASA/GAL Association for Children. “By aligning their work with our mission, R&R was able to accurately portray the importance of the work we do on behalf of children.”

R&R Partners shot the campaign with director, Tyler Stableford, an award-winning Colorado photographer and filmmaker who is also a CASA/GAL volunteer.

The final spots will run on TV, digital OOH and online. TV Access will distribute them to 3,000-local broadcast TV stations and cable systems, encouraging them to run as PSAs, and track airings via Nielsen Sigma reporting. Through a partnership with National CineMedia, the campaign will be adapted to include screen text and play in 1,500 theater lobbies. The :15 spots will also be seen in Captivate elevator screens in premier U.S. office buildings. Other efforts include print and online, such as social media placements on Facebook, Instagram and

YouTube, pre-roll, and display media. All assets will also be available to the nearly 950 state and local National CASA/GAL organizations.

R&R Partners worked closely with its media partners to secure PSA or discounted rates that adhere to National CASA/GAL’s budget.

“R&R is committed to supporting and promoting advocacy for children, education and equality in the communities we live in,” said Fletcher Whitwell, chief media and publishing officer at R&R Partners. In fact, multiple members of the account team have participated in CASA training and were sworn in as volunteers. “The National CASA/GAL campaign will provide the necessary awareness and support this amazing organization needs to support the many children in need.”

To assist the new campaign, R&R Partners also redesigned the National CASA website to ensure that users are able to easily navigate it and learn how to get involved with the organization.

If you are interested in learning more about National CASA, please visit: https://casaforchildren.org.



Credits
Advertising Agency: R&R Partners, Las Vegas, NV (USA)
Partner and Chief Media & Publishing Officer: Fletcher Whitwell
Group Creative Director: Kyle Curtis
Director of Brand Strategy: Sara Macfarlane
Asst. Brand Strategist: Kyle Lewis
Corporate Media Strategy Director: Joan Jungblut
Account Director: Jacqueline Meason
Sr. Brand Manager: Amanda Bergman
Director of Content Production: Gerri Angelo
Creative Director: Destin Cox
Research Manager: Mandy Walsh
Asst. Research Manager: Mackenzie Grant
Assoc. Creative Director: Ryan Izant
Sr. Copywriter: Coby Gerstner
Sr. Art Director: Brett Smith
Jr. Designer: Stepheni Collins
Sr. Designer: Marissa Empey
Designer: Abigail Steele
Director of Channel and Media Strategy: Adam Cooke
Programmatic Specialist: Katie Sullivan
Experiential and Digital Producer: Nicole Snarr
Experiential Design Director: Jeremy Fishman
Digital Production Coordinator: Alegre Lopez

Client: National Court Appointed Special Advocates and Guardian ad Litem Association for Children (CASA/GAL)
Chief Executive Officer: Tara Perry
Chief Marketing and Communications Officer: Necole Merritt
Deputy Chief Executive Officer: Sally Erny
National Communications Officer: August Aldebot-Green

Leave a Reply

Your email address will not be published. Required fields are marked *