Freelance creative producer //TV producer/ radio producer/Art Buyer at freelance

Brussels Area, Belgium, Belgique

Voir toutes les créations

Amnesty International - "Every NO Deserves Respect "

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgique

4734

Cette création fait partie de la Collection Act Responsible

Marque: Amnesty International
Pays: Belgique

Annonceur: Amnesty International

Titre	Every NO Deserves Respect
Agence	Air, Partner of McCann
Campagne	My Body, My Right
Annonceur	Amnesty International
Marque	Amnesty International
Date de première diffusion/publication	2013
Secteur d'activité	Institutions / Interêt Public / Associations à but non lucratif
Slogan	No always means no
Philosophie	Our challenge was to get a simple message across with only a limited budget. We decided to build a large 3D NO and set it up on a busy location. Convinced that people wouldn’t respect our white statue, we waited. On the very first day, the first tag already appeared. The days after, our NO was completely vandalised with tags, obscene drawings and stickers. 10 days later we added our campaign message: (“Every NO deserves respect! Act against rape.”). Due to the limited budget, we were looking for something strong and symbolic to make people think. The tagging and vandalising of this huge NO represented the NO that loses it’s meaning, that isn’t respected because it is ignored. On a secondary level, the white NO getting dirty represents the way rape victims feel after being raped. As a result, the white NO became so much more than simply two huge letters.
Problème	Each day, 8 rapes are reported in Belgium, 25% of which are even committed by the victim’s own partner. In fact, 56% of Belgians know a victim of sexual violence. The biggest problem, however, is the fact that nobody knows about these incredibly high figures. Our main goal was to create awareness and start a public debate about sexual violence in Belgium.
Résultat	It didn’t take long for the press to jump on it; we were covered by the Flemish and French TV news, radio, national and international press and a whole debate started on blogs and social media. We even reached Joëlle Milquet, Minister for Equal Opportunities, who put the topic at the top of our parliament’s agenda.
Type de média	Affichage
Longueur	105 seconds
Directeur de création	Marie-Laure Cliquennois
Directeur de création	Grégory Ginterdaele
Direction artistique et créative	Karl Magnus
Direction artistique et créative	Wendy Wauters
Infographiste	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Producteur créatif	Marie Libouton
Producteur créatif	Bérengère Lurquin
Responsable de budget agence	Julie De Smedt
Responsable de budget agence	Elderd Bolhuis