BUY A VOICE – FOR FREEDOM OF SPEECH

ClientPEN INTERNATIONAL SWEDEN
Category A11. Charities & Non-profit
TitleBUY A VOICE – FOR FREEDOM OF SPEECH
Product/ServiceVOICE ARCHIVE FOR FREEDOM OF SPEECH
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Media Placement NORD DDB Stockholm, SWEDEN
Credits
Name Company Position
Petter Dixelius NORD DDB Copywriter
Fredrik Simonsson Nord DDB Creative Director
Olle Langseth Nord DDB Creative Director
Therese Loodin NORD DDB Account Manager
Flickorna Larsson Flickorna Larsson Sound Production
Jojo Brännström NORD DDB Design director

The Campaign

A voice archive for freedom of speech. In cooperation with voice archive Röster, we let the most popular commercial voice actors in Sweden record new samples with texts by authors and journalists who are persecuted, tortured or jailed for speaking their mind. The new samples replaced their usual voice demos. So when creatives ask for voice samples, they get to hear the words of those who have been silenced. And every time they are booked for a campaign, a part of the fee goes directly to support PEN’s struggle for freedom of expression.

Creative Execution

Implementation & timeline: The project was launched December 18 2017 and is ongoing. New samples are recorded continuously. Placement: Voice samples in Röster's voice archive, that are sent out to creatives via direct links. Scale: The project started with the 12 most hired voice actors in Sweden. All of them promoted the initiative in their own social media channels. Today, PEN England and more PEN offices around the world are looking at joining the initiative in cooperation with local voice archives.

Results

Change in behavior: Every time you buy a voice as a professional, you can contribute to the fight for freedom of speech. Impact: A new steady stream of micro-donations for PEN – from a business where words are for sale.

"Buy a Voice – For Freedom of Speech" targets professionals in a business where words are for sale. By turning voice demos into direct media channels we make it easy for creatives to contribute to PEN's fight for freedom of speech every time they book a voice actor for a campaign.

Data and target audience: PEN can see in their own donation stats that over 85% of their supporters are people who work professionally with the written word. Approach: Reach the target audience in their professional roles thru a media that no-one else uses. Call to action: The voice actors new samples end with the copy: "Every time you book my voice to say what you want, a part of the fee is given to PEN and the fight for freedom of speech".