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mortierbrigade Turns Extreme Right Posters Into Human Rights Posters

The agency and Vluchtelingenwerk Vlaanderen recycle Belgian extreme right-wing party posters for refugees
Thursday, July 11, 2019 — On the occasion of the Flemish Community Day, mortierbrigade and NGO for refugees' rights "Vluchtelingenwerk Vlaanderen" recycled the Belgian extreme right-wing party election posters into printed portraits of refugees. On these, Vlaams Belang’s slogan "Our people first" has been revisited as "Our people too". The giant posters are displayed on the facade of the Beursschouwburg, in the heart of Brussels.

Following the Belgian elections last May, a part of Flanders did not show its most welcoming side, preferring a closed community to a tolerant and open one. For NGO Vluchtelingenwerk Vlaanderen, that defends refugees’ rights, mortierbrigade draw attention to the importance of tolerance and integration of refugees in the Flanders of tomorrow. The agency collected Belgian extreme right-wing party Vlaams Belang's election posters after the elections and turned a negative message that excludes a large part of the population into a positive story.

Eef Heylighen, spokesperson for Vluchtelingenwerk Vlaanderen:

"Flanders is a community in which everyone should feel good. Yet, it tells a story of exclusion that leaves no place for multiculturality. At Vluchtelingenwerk Vlaanderen, we want a warm and inclusive community, in which there is also room for newcomers. For people who are looking for a place to feel safe, and to move together towards a more open and tolerant society. In this modern Flanders, we do not say 'our people first' but we say, 'our people too'."

On the website ookonzemensen.be, people can listen to podcasts from the portrayed people. Stories to listen to, but also to read as they are narrated through mean tweets. Each word used to tell the story refers to a tweet with an intolerant or racist character. A way to show how imprinted with hate these stories are and to turn a negative message into a message of hope.

This campaign is the result of a collaboration between mortierbrigade and NGO Vluchtelingen Vlaanderen, with the participation of sound studio RayGun and the design architects of Milk&Cookies.

Listen to the podcasts on Spotify.

Client: Vluchtelingenwerk Vlaanderen
Client contacts: Eef Heylighen

Agency: mortierbrigade
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster
Creatives: Frédéric Zouag, Nicolas Gaspart
Digital Creative: Ramin Afshar

Producer: Tuyen Pham
PR Manager: Anne-Cécile Collignon
Social: Jonas Van Bael, Tom Baetens, Laura De Mey

Digital Director: Pieter Nijs
Digital Project Manager: Jeroen De Bock
UX Strategist: Wout Leemans
Design: Milk&Cookies
Development: Milk&Cookies
DTP: Vito Latorrata

DOP: Jordan Vanschel & Pieter Neirynck
Editor: Jelle Stroo
Grading: Jelle Stroo
Online: Jelle Stroo
Music: Peter Baert
Soundstudio: Raygun
Photograph: Jimmy Kets

Recyclage & drukwerk: Superdruk

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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.

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

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