Amnesty International - "No Always Means No"

Air, Partner of McCann

Air, Partner of McCann Brussels, Bélgica

5901

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Amnesty International
País: Bélgica

Anunciante: Amnesty International

Titulo	No Always Means No
Agência	Air, Partner of McCann
Campanha	My Body, My Right
Anunciante	Amnesty International
Marca	Amnesty International
Data da primeira Transmissão/Publicação	2013
Sector Empresarial	Instituições, organizações não governamentais
Legenda	No always means no
Filosofia	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.”).
Problema	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.
Resultado	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.
Tipo de Mídia	Case Study
Comprimento	120 seconds
Director criativo	Marie-Laure Cliquennois
Director criativo	Grégory Ginterdaele
Criativo / Direção de arte	Karl Magnus
Criativo / Direção de arte	Wendy Wauters
Designer gráfico	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Creative Producer	Marie Libouton
Creative Producer	Bérengère Lurquin
Account Manager	Julie De Smedt
Account Manager	Elderd Bolhuis