Horn Of Africa Design & Branding FWD: HORN OF AFRICA RELIEF by R/GA New York

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency R/GA New York
Associate Creative Director Anthony Alvarez, Shu Zheng Li
Executive Creative Director Andy Clark, Chuck Tso
Art Director Chris Kline
Producer Sarah Ko
Released November 2011

Credits & Description

Category: Charities & Not For Profit
Advertiser: AD COUNCIL
Agency: R/GA
Executive Creative Director: Andy Clark (R/GA)
Associate Creative Director: Anthony Alvarez (R/GA)
Senior Vice President/Executive Creative Director/Interactive Design: Chloe Gottlieb (R/GA)
Art Director: Chris Kline (R/GA)
Creative Director/Copywriter: Christopher Ferguson (R/GA)
Executive Creative Director: Chuck Tso (R/GA)
Senior Producer: James Huerta (R/GA)
Copy Director: Jason Ashlock (R/GA)
Associate Creative Director/Copywriter: Jason Hoff (R/GA)
Junior Visual Designer: Lauren Manning (R/GA)
Group Director/Brand Development: Lucy Fielding (R/GA)
Vice President/Managing Director/Production: Mark Cibort (R/GA)
Chief Creative Officer: Nick Law (R/GA)
Senior Producer: Nicolas Karlson (R/GA)
Producer: Sarah Ko (R/GA)
Associate Creative Director: Shu Zheng Li (R/GA)
Vice President/Executive Creative Director/Copywriter: Taras Wayner (R/GA)
Brand Group Director/Executive Creative Director: Thomas Bossert (R/GA)
Director/Data Science: Tye Rattenbury (R/GA)
Senior Vice President/Creative Operations: Vin Farrell (R/GA)
Media placement: TV Spots - TV - 8 Nov 2011
Media placement: Banner Ads - Online - 8 Nov 2011
Media placement: Website - Online - 8 Nov 2011
Media placement: Email Promo - Online - 8 Nov 2011
Media placement: Social Media - Facebook, Twitter - 8 Nov 2011

Describe the brief from the client
A public with crisis fatigue, and a real crisis buried in the 24/7 news cycle; the situation in the Horn of Africa had reached epidemic proportions. Famine, war, and drought have killed countless Africans already, and threaten the lives of millions more. The Ad Council asked us to create an awareness campaign that informed people about the facts and most importantly, got them to act fast.

Describe the challenges and key objectives
The main challenge was to make the public understand that this crisis was very real. The key objective was to spread the facts quickly, and get people to donate.

Describe how you arrived at the final design
The FWD logo does 3 things. First, it explains the nature of the crisis: Famine, War, and Drought. Second, it shows where it’s happening: in the Horn of Africa. Third, it’s a call to action to get people to spread the facts: FWD.
On the site and on Facebook, data visualisations illustrate the seriousness and scale of the crisis, helping people understand the facts. Celebrities and politicians got the word out in informational spots.

Give some indication of how successful the outcome was in the market
People everywhere rallied to the cause, forwarding the facts. FWD got the attention of the White House, with President Obama committing $113m in emergency relief. The famine has officially ended, but the crisis is far from over.