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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.


About Abdi

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Clever Ideas, Great Ads 2018-07-02 21:35:00


Which?, the consumer rights champion, is focusing on some of its most important campaign victories from the past 60 years, in new branding advertisements created by Grey London.

The ‘Making change happen’ campaign is running across a series of print and social media ads. The agency was briefed to demonstrate the impact Which? has had on our lives since it was founded, and to rally support for current campaigns. This is the first time the organisation has put significant advertising spend specifically to raise public awareness about their role as a campaigner.

Various executions highlight how historically Which? successfully campaigned for the introduction of seatbelts in cars and for lead paint to be banned in children’s toys.



There is also an execution highlighting a new Which? campaign urging consumers to share their train pain and reveal the true, human cost of delayed trains. This evidence will be used by Which? to put pressure on the Government to force improvements and hold rail companies to account.



The ads are part of a wider campaign which launched earlier this year, with the first execution calling for action on dangerous appliances that could cause house fires.

The copy-rich ads highlight the philosophy that has guided Which? since 1957: ‘Keep Questioning’, with regard to products and any issues that affect consumers.



Sarah Threadgould said: “Which? has been making a positive difference for consumers for more than sixty years and this campaign is a celebration of some of the milestone consumer rights victories we've achieved. But the work isn't over. It's important we keep questioning to make change happen on the issues that really impact people's lives today - from the state of our railways to the dangerous products sitting in our homes.”

Nick Rowland from Grey London says: “It’s amazing to be able to work with a brand that has such a massive impact on people and society. We’re relishing the opportunity to help Which? reclaim their rightful place in British culture as a force for positive change.



The campaign breaks on Saturday 30 June. Media is by MC&C.

Credits
Client: Sarah Threadgould, Group Marketing Director, Which? and Laura Money, Senior Brand Manager, Which?
Agency: Grey London
Deputy Executive Creative Director: Nick Rowland
Copywriter: Jess Little, Georgia Horrocks, Joesph Arnold, Sam Haynes
Art director: Terry O’Neill, Matthew Kennedy, Nathan Holley, John Gibson.
Client leadership team: Eldar Chen, Ryan Lacey, Nathan Gainford
Creative producer: Glen McLeod
Planner: Bhavin Pabari, Gilliam Cauldwell-Dunn
Media agency: MC&C


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

Clever Ideas, Great Ads 2018-07-02 21:35:00


Which?, the consumer rights champion, is focusing on some of its most important campaign victories from the past 60 years, in new branding advertisements created by Grey London.

The ‘Making change happen’ campaign is running across a series of print and social media ads. The agency was briefed to demonstrate the impact Which? has had on our lives since it was founded, and to rally support for current campaigns. This is the first time the organisation has put significant advertising spend specifically to raise public awareness about their role as a campaigner.

Various executions highlight how historically Which? successfully campaigned for the introduction of seatbelts in cars and for lead paint to be banned in children’s toys.



There is also an execution highlighting a new Which? campaign urging consumers to share their train pain and reveal the true, human cost of delayed trains. This evidence will be used by Which? to put pressure on the Government to force improvements and hold rail companies to account.



The ads are part of a wider campaign which launched earlier this year, with the first execution calling for action on dangerous appliances that could cause house fires.

The copy-rich ads highlight the philosophy that has guided Which? since 1957: ‘Keep Questioning’, with regard to products and any issues that affect consumers.



Sarah Threadgould said: “Which? has been making a positive difference for consumers for more than sixty years and this campaign is a celebration of some of the milestone consumer rights victories we've achieved. But the work isn't over. It's important we keep questioning to make change happen on the issues that really impact people's lives today - from the state of our railways to the dangerous products sitting in our homes.”

Nick Rowland from Grey London says: “It’s amazing to be able to work with a brand that has such a massive impact on people and society. We’re relishing the opportunity to help Which? reclaim their rightful place in British culture as a force for positive change.



The campaign breaks on Saturday 30 June. Media is by MC&C.

Credits
Client: Sarah Threadgould, Group Marketing Director, Which? and Laura Money, Senior Brand Manager, Which?
Agency: Grey London
Deputy Executive Creative Director: Nick Rowland
Copywriter: Jess Little, Georgia Horrocks, Joesph Arnold, Sam Haynes
Art director: Terry O’Neill, Matthew Kennedy, Nathan Holley, John Gibson.
Client leadership team: Eldar Chen, Ryan Lacey, Nathan Gainford
Creative producer: Glen McLeod
Planner: Bhavin Pabari, Gilliam Cauldwell-Dunn
Media agency: MC&C


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