FAKE NEWS by Y&R Buenos Aires for Amnesty International

FAKE NEWS

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Argentina
Agency Y&R Buenos Aires
Executive Creative Director M. Mercado
Art Director G. Sucri, M. Aguilu
Copywriter F. Ferro, F. Aubone
Released April 2011

Credits & Description

Category: Best Use of Print
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: Y&R BUENOS AIRES
Date of First Appearance: Apr 18 2011
Entrant Company: Y&R BUENOS AIRES, ARGENTINA
Executive Creative Director: M. Mercado (Young & Rubicam)
Art Director: G. Sucri (Young & Rubicam)
Art Director: M. Aguilu (Young & Rubicam)
Copywriter: F. Aubone (Young & Rubicam)
Copywriter: F. Ferro (Young & Rubicam)
Accounts Director: E. Slosse (Young & Rubicam)
Account Director: M. Iesulauro (Young & Rubicam)
Account Executive: B. Gil (Young & Rubicam)
Agency Production: G. Cardozo (Young & Rubicam)
Media placement: Newspaper - 2 News - Clarin Newspaper - 18 April 2011

Insights, Strategy & the Idea
Right now, somewhere in the world, the Human Rights of a person are being violated. Amnesty International works day to day to end the abuse committed against Human Rights, to make them be respected and spread them.
Because news are released when they have already happened, under the global statement Demand Dignity, we created a campaign where we expose transcendental cases of Human Rights violations currently taking place throughout the world.

Creative Execution
We made up fake news that we want to be true:
Because currently there are people struggling against being executed in a brutal and unfair manner, we released a piece of news informing the execution had already happened, in the format of a regular news article which at the end communicated the tragic event had not yet taken place and it could be stopped.
We believe people can make news change.

Results and Effectiveness
More people learned of the work of Amnesty International and were interested in the cases of Human Rights violations currently taking place throughout the world, and for the different cases Amnesty International is working on locally.