PETITION by Being Paris for Urgence Darfour

PETITION

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market France
Agency Being Paris
Creative Director Thierry Buriez
Art Director Julien Chiapolini Ogilvy Paris
Copywriter Riccardo Fregoso Ogilvy Paris
Account Supervisor Marie Reynaud
Illustrator Scott Benson
Released April 2012

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: COLLECTIF URGENCE DARFOUR
Product/Service: PETITION
Agency: BEING
Creative Director: Thierry Buriez (Being)
Copywriter: Riccardo Fregoso (Being)
Art Director: Julien Chiapolini (Being)
Account Supervisor: Marie Reynaud (Being)
Illustrator: Scott Benson
Media placement: Mailing - Distribution In Meetings - 11 April 2012

Describe the brief from the client
The brief from the client was to call for the arrest of Sudanese president, Omar Al-Bashir, under an arrest warrant for war crimes, crimes against humanity and genocide – yet still free. The client was organising a special conference to launch its 'Stop Bashir' campaign, and needed a direct campaign to hand out to journalists and activists taking part in meetings and demonstrations, so they in turn could hand it out to people.

Describe the challenges and key objectives
The challenge was to convey the appropriate message and urge people to act - to act now to put Omar Al-Bashir behind bars. We needed to be memorable and impactful, so that people who were given the flyer would take the time to read the situation description and to sign and send the petition back.

Describe how you arrived at the final design
We imagined a petition that people would send back to the Collectif Urgence Darfour. The flyer concealed a fatal trick for Omar Al-Bashir, who was appearing on the front part of the flyer, standing behind trees. By cutting the petition coupon on the back of the flyer, to send it back to the NGO, people literally, and immediately, sent Al-Bashir behind 'bars': the front of the coupon then showed him behind the prison bar-looking lower part of the trees.

Give some indication of how successful the outcome was in the market
The NGO handed out the flyer during a special event to kick-off the 'Stop Bashir' campaign, and then during each of the NGO’s demonstrations and meetings in France. The response was very positive and Collectif Urgence Darfour received hundreds of signed coupons, and several congratulations from activists and NGOs on the efficiency of this medium.