Liga Voor Mensenrechten Promo, Case study LIGA by DDB Brussels

LIGA

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Industry Human Rights
Media Promo & PR, Case study
Market Belgium
Agency DDB Brussels
Creative Director Peter Aerts
Released December 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: LIGA VOOR MENSENRECHTEN
Product/Service: HUMAN RIGHTS AWARENESS
Agency: DDB GROUP BELGIUM
Creative Director: Peter Aerts (DDB Brussels)
Copy: Danny Vissers (DDB Brussels)
Copy: Gertjan De Smet (DDB Brussels)
AD: Anthony Lamont (DDB Brussels)
Motion Designer: Arnaud Hemroulle (DDB Brussels)
Agency Producer: Brigitte Verduyckt (DDB Brussels)
Account Manager: Kirsten Vanderbeke (DDB Brussels)
Strategy Planner: Dominique Poncin (DDB Brussels)
Junior Strategy Planner: Maarten Van Daele (DDB Brussels)
Media placement: Digital PR - Mobile / Foursquare - Website Foursquare - 19/12/2011

Summary of the Campaign
At present there are more than 1,000 psychiatric offenders unjustly imprisoned. That means they receive no treatment, and so they have no chance to heal, and consequently they stay in prison. This reduces the chance of being cured because for the proper treatment you need to be in the right place.

The Situation
At present there are more than 1,000 psychiatric offenders unjustly imprisoned. That means they receive no treatment, and so they have no chance to heal, and consequently they stay in prison. This reduces the chance of being cured because for the proper treatment you need to be in the right place.

The Goal
- awareness
- free PR
- sensibilisation in a broad sense
- activation (signing the petition)
- keep the budget as low as possible

Target group:
1. large group (18-54)
2. young (18-34) highly-educated community (ambassadors)

The Strategy
We live in times where a 'check in' via your smartphone has become more and more a status symbol. It’s become a fashionable way to let your friends know what trendy restaurant or luxury resort you are staying at. We use this new trending technology as a vehicle to spread our message fast and efficiently into a target group that is more influential than ever: a young, tech-savvy community, sensible about societal problems, able to give our message a push on social media.

Execution
We came with a scoop, namely the first petition ever to be signed via a simple check-in on Foursquare.

Banners for the campaign are displayed in the 9 largest railway stations in Flanders. These banners indicate that you can sign the petition from your smartphone by checking in to Foursquare at this specially created place. By checking in you automatically sign the petition: the idea being that a check-in from you would be the check-out of a psychiatric offender.

When you’ve signed the petition, there will be a mark made on a virtual wall at the site foursquare.mensenrechten.be. This site collects all the check-ins and shows how many people have signed the petition.

The site has been designed in a minimalistic, dark and cold look and feel to stick with the urgency of the message.

Documented Results
In the first days the campaign reached the headlines of one of Belgium's leading newspapers. Soon people started to check-in at Belgium's biggest prisons.

As of 10.05.12 the petition has 266 check-ins. The campaign is still running for 2 months, meaning we will not be able to give more accurate figures.