Amnesty International - "Every NO Deserves Respect "

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgio

4745

Questo spot fa parte della collezione ACT Responsible

Marca: Amnesty International
Paese: Belgio

Cliente: Amnesty International

Titolo	Every NO Deserves Respect
Agenzia	Air, Partner of McCann
Campagna	My Body, My Right
Cliente	Amnesty International
Marca	Amnesty International
Data di Prima Diffusione/Publicazione	2013
Settore	Enti/Istituzioni/Organizzazioni no-profit
Slogan	No always means no
Filosofia	Our challenge was to get a simple message across with only a limited budget. We decided to build a large 3D NO and set it up on a busy location. Convinced that people wouldn’t respect our white statue, we waited. On the very first day, the first tag already appeared. The days after, our NO was completely vandalised with tags, obscene drawings and stickers. 10 days later we added our campaign message: (“Every NO deserves respect! Act against rape.”). Due to the limited budget, we were looking for something strong and symbolic to make people think. The tagging and vandalising of this huge NO represented the NO that loses it’s meaning, that isn’t respected because it is ignored. On a secondary level, the white NO getting dirty represents the way rape victims feel after being raped. As a result, the white NO became so much more than simply two huge letters.
Problema	Each day, 8 rapes are reported in Belgium, 25% of which are even committed by the victim’s own partner. In fact, 56% of Belgians know a victim of sexual violence. The biggest problem, however, is the fact that nobody knows about these incredibly high figures. Our main goal was to create awareness and start a public debate about sexual violence in Belgium.
Risultato	It didn’t take long for the press to jump on it; we were covered by the Flemish and French TV news, radio, national and international press and a whole debate started on blogs and social media. We even reached Joëlle Milquet, Minister for Equal Opportunities, who put the topic at the top of our parliament’s agenda.
Tipo di Media	Esterna
Lunghezza	105 seconds
Creative Director	Marie-Laure Cliquennois
Creative Director	Grégory Ginterdaele
Creative / Art Direction	Karl Magnus
Creative / Art Direction	Wendy Wauters
Graphic Designer	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Creative Producer	Marie Libouton
Creative Producer	Bérengère Lurquin
Account Manager	Julie De Smedt
Account Manager	Elderd Bolhuis