BUY A VOICE – FOR FREEDOM OF SPEECH
Title | BUY A VOICE – FOR FREEDOM OF SPEECH |
Brand | PEN INTERNATIONAL SWEDEN |
Product/Service | VOICE ARCHIVE FOR FREEDOM OF SPEECH |
Category |
A08. B2B Products & Services |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Media Placement
|
NORD DDB Stockholm, SWEDEN
|
Credits
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.
Media channels:
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.
Awareness:
Every time you buy a voice as a professional, you can contribute to the fight for freedom of speech.
Business result:
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 a media channel.
Insights, Strategy and the Idea
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.
Media planning & approach:
Reach the target audience in their professional roles thru a media that no-one else uses.