Adaily Inspiration Week #16: Anti war campaigns
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose campaigns for “climate change” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. “Breaking Sirens” - Amnesty International
Amnesty International did a campaign using air raid sirens interrupting advertisements to raise awareness of the war in Ukraine.
Bar Ogilvy • 2022 • NGO - politics • Portugal • Europe
Challenge
The challenge of this campaign was to raise awareness in Portugal about the war and human rights crisis in Ukraine. The goal was to capture people's attention and make them realize that while their lives may seem routine and unaffected by the conflict, the situation in Ukraine is very different. The campaign aimed to break through the indifference and apathy often associated with distant conflicts and engage the Portuguese audience in Amnesty International's efforts to help.
Target Group
The target group of this campaign was the general population in Portugal.
Idea
The main idea of this campaign was to raise awareness in Portugal about the war and human rights crisis in Ukraine and Amnesty International's efforts to help. The campaign aimed to grab people's attention by interrupting advertisements with air raid sirens, similar to the ones heard in Ukraine during the conflict, to emphasize that while life goes on as usual in Portugal, the situation in Ukraine is dire.
Results
The campaign created a significant impact, raising awareness and capturing the attention of the Portuguese population. The interruption of advertisements with air raid sirens sparked curiosity and grabbed people's attention, making them more receptive to the message being conveyed. The campaign successfully communicated the urgency of the situation in Ukraine and Amnesty International's efforts to help. It prompted discussions and increased public interest in the war and human rights crisis. As a result, more people became informed about the issue and were motivated to take action to support Amnesty International's cause.
Links
2. “Christmas not War” - Concrete by Kovalska
Concrete by Kovalska did a holiday campaign using repurposed concrete blocks as Christmas decorations.
ANGRY agency Kyiv • 2022 • Manufacturing • Ukraine • Europe
Challenge
The challenge of this campaign was to bring joy and happiness to children in Ukraine during a time of war and conflict. The goal was to overcome the traumas and fears that children had experienced and create a sense of normalcy and positivity in their lives. Additionally, the campaign aimed to create awareness and engage the public in supporting the cause, all while working with a limited budget and resources.
Target Group
The target group of this campaign was the general public, specifically the residents of Kyiv, Ukraine. The aim was to bring joy and holiday spirit to children affected by the war, as well as to uplift the spirits of the entire community during these dark times.
Idea
The main idea of the campaign was to bring back the Christmas mood and joy to Ukrainian children during the war with Russia. By repurposing concrete blocks into holiday decorations and creating characters with their own stories, the campaign aimed to help children overcome their trauma and fears caused by the conflict. Additionally, the campaign aimed to spread a message of hope and resilience, showing that even in the darkest times, light and goodness prevail.
Results
The campaign to turn concrete blocks into holiday decorations in Kyiv, Ukraine, was successful in bringing joy and positivity to children during a difficult time of war. From December 19, 2022, to January 19, 2023, ten characters made from concrete blocks were placed on central streets in Kyiv. Each character had a name and story to help children overcome traumas associated with the war. Participants in an online game had the opportunity to hunt down the characters and win a holiday present. The campaign received a positive response, with 100% positive feedback from people despite the stress caused by the war. The campaign generated more than 200,000,000 contacts and earned media reach of 28,600,000. Notably, this success was achieved with a media budget of €0. The most significant achievement of the campaign was bringing joy to children and demonstrating the power of light over darkness and good over evil, even in challenging times.
Links
3. “40,000 Strong” - Help For Heroes
McCann London did the "Toy Soldiers" campaign using an installation featuring scanned real veterans armed with objects representing civilian skills.
McCann London • 2019 • NGO - poverty • United Kingdom • Europe
Challenge
The challenge of this campaign was to raise awareness and support for injured veterans in Britain who were struggling to reintegrate into society after leaving the military. The goal was to highlight their plight and encourage public support for their welfare.
Target Group
The target group of this campaign was the general public in Britain. The campaign aimed to raise awareness and support for injured veterans, encouraging donations to help them reintegrate into society.
Idea
The main idea of the campaign was to raise awareness and support for injured veterans in Britain by creating an installation of toy soldier figures representing civilian skills. The campaign aimed to highlight the challenges faced by veterans in rejoining society after leaving the military and raise funds for their welfare. Through the purchase of the toy soldier figures, individuals could make a donation, contributing to a total of £187k being raised. The campaign successfully increased the number of veterans seeking help and brought the issue of veteran welfare back into the public eye, even becoming a topic in the 2019 General Election.
Results
The "Toy Soldiers" campaign, created by McCann London, aimed to raise awareness and support for injured veterans in the UK. The campaign involved creating an installation of toy soldier figures, each representing a real veteran and armed with objects symbolizing civilian skills. The campaign successfully raised £187,000 through the sale of these toy soldier figures, with each purchase serving as a donation. This funding helped support veteran welfare initiatives and provided assistance to veterans as they reintegrated into society. Additionally, the campaign had a significant impact on raising awareness about the challenges faced by injured veterans. It led to a 36% increase in veterans seeking help and support, highlighting the importance of veteran welfare and ensuring it became a prominent topic during the 2019 General Election in the UK. Overall, the "Toy Soldiers" campaign effectively mobilized public support and brought attention to the issues faced by injured veterans, ultimately contributing to positive change and increased support for these individuals.
Links
4. “Keys for Peace” - CMI: Martti Ahtisaari Peace Foundation
CMI did a real estate site takeover campaign using abandoned homes to raise awareness and donations for peace mediation.
TBWA\Helsinki • 2022 • NGO - politics • Finland • Europe
Challenge
The challenge of this campaign was to raise awareness and secure funding for future peace talks for CMI, a peace mediation organization. The campaign needed to grab the attention of people who may have distanced themselves from the war and news coverage. Additionally, the campaign aimed to highlight the relatable humane aspects of war and connect them with everyday life in order to motivate action and donations. With a limited budget and the need to break through the overwhelming media coverage of war, the campaign required a creative and impactful approach to capture the attention of the target audience.
Target Group
The target groups of this campaign were the general public, including individuals who were planning to buy a new home, as well as political and financial decision-makers who had the power to provide funding to CMI (Crisis Management Initiative) for future peace talks.
Idea
The main idea of this campaign was to raise awareness about the human cost of war and generate donations for peace mediation organization CMI. It aimed to connect everyday people with the realities faced by those affected by war by highlighting the contrast between the importance of homes in peaceful lives and the loss of homes for refugees. The campaign utilized a creative strategy of listing abandoned homes on a real estate site, showcasing the reality of these homes through images and stories, and providing a donation platform for users to contribute.
Results
The campaign generated significant results. The real estate site, which had been turned into a media space, received over 170,000 views for the abandoned apartment listings, ultimately causing the website to crash. The campaign gained viral traction on social media, with over 3.5 million social media impressions. Major news media outlets covered the story, including global media outlets. The campaign also increased donations to CMI by 37%, surpassing expectations. The art exhibition launched as part of the campaign was visited by over 500,000 people, making it one of the most popular exhibitions in Finland during 2022. Overall, the campaign reached 27 million people.
Links
5. “PeaceCamo” - The Lebanese Army
Lebanese Army did a campaign using Peace Camo, transforming the symbol of war into an icon of peace.
TBWA\RAAD Dubai • 2020 • Government • Lebanon • Middle East
Challenge
The challenge of this campaign was to change the perception of camouflage from a symbol of war and hostility to that of peace and love. The Lebanese Army wanted to showcase their commitment to serving and protecting Lebanon and its people, and the PeaceCamo initiative aimed to highlight this message. Additionally, the challenge involved the intricate process of designing and producing the new camouflage pattern, as well as gaining recognition and acceptance for the concept both within Lebanon and globally.
Target Group
The target group of this campaign was the general public, both in Lebanon and globally. The aim was to spread the message of peace, unity, and love to a wide audience and change the perception of camouflage from a symbol of war to one of peace and care. The campaign also resonated with social influencers, designers, and fashion enthusiasts who were inspired by the PeaceCamo and created their own outfits based on it.
Idea
The main idea of the campaign was to transform the symbol of camouflage from one associated with war and hostility to one of peace and love. This was achieved by creating a new camouflage pattern, called the PeaceCamo, which showcased illustrations of people engaging in peaceful activities. The campaign aimed to highlight the Lebanese Army's commitment to serving and protecting the people of Lebanon while changing the perception of camouflage.
Results
The PeaceCamo campaign had a significant impact, with the story of changing the symbolism around camouflage spreading quickly. It received coverage from leading publications in the region and around the world. The initiative inspired many social influencers, designers, and fashion enthusiasts to create outfits inspired by the PeaceCamo. The campaign was also featured as one of the top 20 campaigns of 2020 by Campaign Middle East. The response from the public was positive, with some suggesting that the PeaceCamo should be given to foreign armies to spread its message of peace on a larger scale. Overall, the campaign successfully transformed the perception of camouflage from a symbol of war to an icon of peace and love.
Links
Five’s not enough?
Each week, you explore a mere 0.2% of all ads in our database. If you want to find winners of Cannes Lions, Eurobest, Golden Drum, Webby, Shorty, Dubai Lynx, Spikes Asia, and MIXX Awards Europe from years 2017-2023, then be sure to visit our website. There’s over 2,500 ads waiting for you to explore!
Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
Adaily WILL NOT produce inaccurate information about people, places, or facts.