In the United States, we live in a bubble. The true extent our world goes beyond our own four walls is probably the size of our Facebook account. Even with globalization, we sometimes are unaware, or perhaps to be honest we don’t want to think about the human rights issues that need our attention around the world. This award-winning campaign for Amnesty International was created by a Zurich-based ad agency. It uses transparent outdoor boards to put us into real situations that are going on in Sudan, Iraq, China and other countries. And poses this statement: “It’s not happening here, but it’s happening now.” I love how it forces us to imagine how horrifying it would be if it were happening here. And ashamed and outraged that is happening anywhere. Great social marketing changes behavior. Instead of being ignorant of these human rights issues, our minds and heart can open and we can learn more and see how to help do something about it. Even if it’s just writing a blog, spreading the word and building more awareness.
If you would like to see some more powerful creative with great results, check out the work we created for Enough Said to build awareness and raise money to open, investigate and prosecute over 11,000 rape kits in Detroit.
This blog is #2 in the series, 21 examples of creative social marketing.