Title | NO ALWAYS MEANS NO |
Brand | AMNESTY INTERNATIONAL |
Product/Service | MY BODY, MY RIGHTS |
Category |
E01. INTEGRATED CAMPAIGNS LED BY OUTDOOR |
Entrant Company
|
AIR Brussels, BELGIUM
|
Advertising Agency
|
AIR Brussels, BELGIUM
|
Credits
Gregory Ginterdaele/Marie Laure Cliquennois |
Air |
Creative Director |
Wendy Wauters |
Air |
Creative |
Karl Magnus |
Air |
Creative |
Marie Libouton |
Air |
Creative Producer |
Julie De Smedt |
Air |
Account Manager |
Elderd Bolhuis |
Air |
Account Manager |
Philippe Hensmans |
Amnesty International |
Advertiser Supervisor |
Execution
We build a large 3D NO and set it up on a busy square in Brussels. As expected, our NO was completely vandalised with tags and obscene drawings. 10 days later we added our campaign message: Every NO deserves respect! Act against rape.
We also invited people to take a hearing test by a fake brand.
We developped an actual online test, but changed the beep into the sound of a woman saying no. At the end of the hearing test, we calculated the participants result and revealed the key message: Every NO ought to be heard! Act against rape.
People could do the test online or on different sites in the street.
Then people could share the result of their hearing test to support Amnesty in the fight against rape and domestic violence.