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Home / Reclame / The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign

The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign



The International Federation for Human Rights (FIDH) has launched a hard-hitting campaign to alert the public of the violence, intimidation and human rights abuses being perpetrated in Burundi by the country’s authorities.

The campaign is formed of two key parts, which were created by We Are Social France, and is designed to highlight the repression that has resulted in over 1,700 deaths and 400,000 refugees forced into exile.

I LOVE BURUNDI
The first stage centres on a fake tourism company Twitter account and accompanying online film called #ILoveBurundi presenting Burundi as a paradise destination. The idea is to communicate exactly what the Burundi Government would want to hear by presenting a completely positive image of the country as a tourist destination. The #ILoveBurundi film promotes the beauty of the country and the promise it has for young people was posted online and on the fake Twitter account on Friday 11th May to play along with this illusion. Political writers and influencers have also been enlisted to help promote the campaign.

I LEAVE BURUNDI
The second phase of the campaign sees the launch of a follow-up film called #ILeaveBurundi, which shows the reality of the situation in the country and reveals that the narrator of the original tourism film is a refugee from Burundi - one of the over 400,000 forced to flee their homeland to escape arrest, torture and execution. This film was posted today (Tuesday 15th May), using the hashtag #ILeaveBurundi.

The current cycle of violence in Burundi began in April 2015 when the first popular demonstration against President Nkurunziza’s announcement to run for a third term was repressed. This was followed by a campaign by the authorities to systematically eliminate all opposition, with the result that over 1,700 people may have been killed. Along with the over 400,000 refugees that have fled to neighbouring countries, there have been up to 486 victims of enforced disappearance, hundreds of people tortured and over 8,000 people arbitrarily detained.

CREATIVE CREDITS
Agency: We Are Social France
Founder & CEO: Sandrine Plasseraud
Executive Creative Director: Thomas Guilhot
Group Account Director: Vincent Reynaud-Lacroze
Account Manager: Pierre Chaudoy
Strategic Planner: Fabien Gaetan
Art Director: Paul Grange
Copywriters: Alexandre Foucray, Philippe Lesesvre
TV Producer: Cécile Ousset
Production: We Are Social Sutdios
Post-production: FIRM STUDIO
Director: Kentin Denoyelle
Sound production: THE

Client: FIDH
Digital Communication Officer: Anne Vesque
PR & Communication Assistant: Yvon Chagué
Press Manager: Samuel Hanryon

About We Are Social
We are a global agency. We deliver world-class creative ideas with forward-thinking brands. We believe in people, not platforms and the power of social insight to drive business value. We call this social thinking. With an international team in New York, London, Paris, Milan, Rome, Munich, Berlin, Singapore, Shanghai, Beijing and Sydney, our mission is to put social thinking at the centre of marketing. We work with clients including Renault, adidas, Mondelēz, Netflix, Heineken, Google, HSBC and Audi on global, regional and local projects.


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Ronald McDonald House BC & Yukon and Cossette Show Us How Far it Feels When You’re Separated From Your Sick Child



When you’re apart from your seriously ill child, even just a few hours of separation can seem like days, and being in a different city can feel like another planet. It’s something that only a parent whose had to leave their child overnight at a hospital can truly understand.

For 35 years, Ronald McDonald House BC and Yukon (RMH BC) has been providing accommodation for seriously ill children and their families who must travel to Vancouver for major medical treatments. Cossette worked with Common Good and Vapor RMW, to launch RMH BC’s first ever mass media campaign, which is aimed at building awareness and raising donations for the House. The campaign illustrates what it feels like when a family can't be together during these challenging times due to financial or logistical setbacks, and how RMH BC offers them a place to stay together when they need it the most.

"We’re delighted to launch our first-ever mass media campaign, aimed at increasing awareness and driving donations for RMHBC. The House serves 2,000 families every year from communities throughout BC & the Yukon, and we rely on the generous support of donors to fund our mission of keeping families close when it matters most. The campaign was inspired by the strength and resilience of the families we are privileged to serve,” said Shannon Kidd, VP of External Relations and Development at RMH BC.

The campaign focuses on the relationship between a mother and her son who is seriously ill, with the video exploring how any distance between the two feels much farther. This emotionally charged metaphor extends to print and digital executions as well, with mother and son being kept apart using separated ad spaces, highlighting the painful reality of distance between family members in need.

“We tried to tap into the raw emotion of being separated from your sick child when they really need you. In order to express this epic feeling of distance, we took a cinematic approach with the creative, telling a story that we hope will resonate with people who haven't had to experience it themselves,” shared Cameron Spires, Senior Copywriter and Grace Cho, Senior Art Director at Cossette.

Credits
Client: Ronald McDonald House BC & Yukon
Agency: Cossette
Production: Common Good
Audio: Vapor RMW
Media Agency: OMD

About Ronald McDonald House BC & Yukon
For over thirty years, Ronald McDonald House BC and Yukon (RMH BC) has been providing accommodation for seriously ill children and their families when they must travel to Vancouver for their child’s major treatment. Since 1983, they welcomed families at their 13-bedroom home in Shaughnessy, but the need for their services was much greater. In 2017 RMH BC opened a 73-bedroom House, conveniently located on the grounds of BC Children’s Hospital.

About Cossette
Cossette is a fully integrated marketing communications agency. It’s a community of 900 creative humans who help people and brands connect in meaningful ways. Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.


Home / Reclame / The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign

The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign



The International Federation for Human Rights (FIDH) has launched a hard-hitting campaign to alert the public of the violence, intimidation and human rights abuses being perpetrated in Burundi by the country’s authorities.

The campaign is formed of two key parts, which were created by We Are Social France, and is designed to highlight the repression that has resulted in over 1,700 deaths and 400,000 refugees forced into exile.

I LOVE BURUNDI
The first stage centres on a fake tourism company Twitter account and accompanying online film called #ILoveBurundi presenting Burundi as a paradise destination. The idea is to communicate exactly what the Burundi Government would want to hear by presenting a completely positive image of the country as a tourist destination. The #ILoveBurundi film promotes the beauty of the country and the promise it has for young people was posted online and on the fake Twitter account on Friday 11th May to play along with this illusion. Political writers and influencers have also been enlisted to help promote the campaign.

I LEAVE BURUNDI
The second phase of the campaign sees the launch of a follow-up film called #ILeaveBurundi, which shows the reality of the situation in the country and reveals that the narrator of the original tourism film is a refugee from Burundi - one of the over 400,000 forced to flee their homeland to escape arrest, torture and execution. This film was posted today (Tuesday 15th May), using the hashtag #ILeaveBurundi.

The current cycle of violence in Burundi began in April 2015 when the first popular demonstration against President Nkurunziza’s announcement to run for a third term was repressed. This was followed by a campaign by the authorities to systematically eliminate all opposition, with the result that over 1,700 people may have been killed. Along with the over 400,000 refugees that have fled to neighbouring countries, there have been up to 486 victims of enforced disappearance, hundreds of people tortured and over 8,000 people arbitrarily detained.

CREATIVE CREDITS
Agency: We Are Social France
Founder & CEO: Sandrine Plasseraud
Executive Creative Director: Thomas Guilhot
Group Account Director: Vincent Reynaud-Lacroze
Account Manager: Pierre Chaudoy
Strategic Planner: Fabien Gaetan
Art Director: Paul Grange
Copywriters: Alexandre Foucray, Philippe Lesesvre
TV Producer: Cécile Ousset
Production: We Are Social Sutdios
Post-production: FIRM STUDIO
Director: Kentin Denoyelle
Sound production: THE

Client: FIDH
Digital Communication Officer: Anne Vesque
PR & Communication Assistant: Yvon Chagué
Press Manager: Samuel Hanryon

About We Are Social
We are a global agency. We deliver world-class creative ideas with forward-thinking brands. We believe in people, not platforms and the power of social insight to drive business value. We call this social thinking. With an international team in New York, London, Paris, Milan, Rome, Munich, Berlin, Singapore, Shanghai, Beijing and Sydney, our mission is to put social thinking at the centre of marketing. We work with clients including Renault, adidas, Mondelēz, Netflix, Heineken, Google, HSBC and Audi on global, regional and local projects.


About Abdi

Check Also

Ronald McDonald House BC & Yukon and Cossette Show Us How Far it Feels When You’re Separated From Your Sick Child



When you’re apart from your seriously ill child, even just a few hours of separation can seem like days, and being in a different city can feel like another planet. It’s something that only a parent whose had to leave their child overnight at a hospital can truly understand.

For 35 years, Ronald McDonald House BC and Yukon (RMH BC) has been providing accommodation for seriously ill children and their families who must travel to Vancouver for major medical treatments. Cossette worked with Common Good and Vapor RMW, to launch RMH BC’s first ever mass media campaign, which is aimed at building awareness and raising donations for the House. The campaign illustrates what it feels like when a family can't be together during these challenging times due to financial or logistical setbacks, and how RMH BC offers them a place to stay together when they need it the most.

"We’re delighted to launch our first-ever mass media campaign, aimed at increasing awareness and driving donations for RMHBC. The House serves 2,000 families every year from communities throughout BC & the Yukon, and we rely on the generous support of donors to fund our mission of keeping families close when it matters most. The campaign was inspired by the strength and resilience of the families we are privileged to serve,” said Shannon Kidd, VP of External Relations and Development at RMH BC.

The campaign focuses on the relationship between a mother and her son who is seriously ill, with the video exploring how any distance between the two feels much farther. This emotionally charged metaphor extends to print and digital executions as well, with mother and son being kept apart using separated ad spaces, highlighting the painful reality of distance between family members in need.

“We tried to tap into the raw emotion of being separated from your sick child when they really need you. In order to express this epic feeling of distance, we took a cinematic approach with the creative, telling a story that we hope will resonate with people who haven't had to experience it themselves,” shared Cameron Spires, Senior Copywriter and Grace Cho, Senior Art Director at Cossette.

Credits
Client: Ronald McDonald House BC & Yukon
Agency: Cossette
Production: Common Good
Audio: Vapor RMW
Media Agency: OMD

About Ronald McDonald House BC & Yukon
For over thirty years, Ronald McDonald House BC and Yukon (RMH BC) has been providing accommodation for seriously ill children and their families when they must travel to Vancouver for their child’s major treatment. Since 1983, they welcomed families at their 13-bedroom home in Shaughnessy, but the need for their services was much greater. In 2017 RMH BC opened a 73-bedroom House, conveniently located on the grounds of BC Children’s Hospital.

About Cossette
Cossette is a fully integrated marketing communications agency. It’s a community of 900 creative humans who help people and brands connect in meaningful ways. Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.


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