La Halde: Opened Door

Credits:

Description / Synopsis
The information campaign adopts a simple tone and draws attention to it, thanks to a sober campaign which avoids the stereotyped illustrations of diversity. THE CREATIVE CONCEPT: • A closed door: symbol of discrimination, which we chose for the campaign message. The closed door also represents what the victim feels. • The open door remains the symbol of the HALDE action, meaning “not to prevent”… The institutional campaign signature “equality is to be shown and applied” wants to sound like a warning, but also like a commitment in the fight against those who may practise discrimination.

Context
HALDE must face two major challenges in 2006 and 2007 for which we were chosen as the result of a pitch: - To incite victims to make themselves known and therefore to receive an increasing number of victims complaints; it is urgent to create a true “HALDE reflex”. Developing a good reputation is its challenge. - To significantly change people’s mentality both present and future, i.e. to restore and safeguard the Republican principle of equality. A behavioural change is at the stake

Philosophy/Solution
The challenge of the information campaign is to promote and publicize the HALDE, its missions and how to refer the matter to it in the event of discrimination. It is also a question of applying the equality principle. To establish the HALDE reputation, to inform the victims of discrimination and the potential authors of discrimination of its existence, to explain that there are various forms of discrimination and that everyone can be concerned once in his life…. such are the objectives of the Campaign.
Title "Opened Door"
Original Title "Porte Ouverte"
Agency Publicis Consultants |
City Paris
Advertiser HALDE
Brand Name La Halde
Business Sector Racial/Ethnic/Minority/Disability Awareness
Campaign Name Civic information campaign
Date of First Publication 11/27/2006
Market France
Country of Production France
Language French
Type Print
Tagline Equality is to be shown and applied
Awards Grand Prix de la Communication Solidaire, 2007 (3rd Prize) for Outdoor
Creative Director Amy Philippe, Turlotte Philippe