Adaily Inspiration Week #43: Celebrating freedom
Adaily Inspiration Week #43: Celebrating freedom
For this week we chose campaigns about being free. Below you can find our 5 picks, straight from Adaily » HERE «
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1. The Best-Seller Constitution • Mercado Livre
GUT São Paulo • 2023 • Online platform • Brazil • LATAM
Campaign Summary:
Mercado Livre’s campaign aimed to underscore the value of democracy in Brazil by offering discounted editions of the federal constitution following the storming of the Planalto Palace by far-right protesters. This initiative sought to remind Brazilians of the importance of upholding democratic principles and raise awareness of the threats posed to the country's democratic institutions.
The campaign resonated strongly, selling out all available copies of the constitution within just 12 hours. The overwhelming response demonstrated public support for democracy and reinforced the significance of democratic values. By making the federal constitution accessible to a broad audience, Mercado Livre succeeded in highlighting the importance of democracy to Brazilians across the country.
Links
2. Read More. Listen More. • UNESCO, New York Times
Droga5 New York • 2019 • Media outlet • United States • North America
Campaign Summary:
The campaign encouraged the public to break out of information bubbles and engage with diverse points of view, aiming to promote a more informed society. By asking prominent news organizations to set aside competition and advertise for other publications, the campaign highlighted the importance of press freedom and sought to combat threats like political manipulation and echo chambers.
The initiative successfully generated 724 million impressions in one day without paid support, sparking organic conversation across 87 countries and receiving 81% positive sentiment on social media. It also boosted discussions around World Press Freedom Day by 361%, with respected journalists amplifying the message. This campaign effectively fostered a cultural shift toward engaging with multiple perspectives, supporting a more informed and democratic society.
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3. Flash Drives for Freedom • Human Right Foundation
Buena Portland • 2020 • NGO - politics • United States • North America
Campaign Summary:
The Flash Drives for Freedom campaign, organized by the Human Rights Foundation, aimed to empower North Korean defector groups to counter Kim Jong-un's propaganda by collecting memory drives worldwide. These drives, donated by individuals across the globe, are filled with outside information and smuggled into North Korea to provide citizens access to uncensored material, challenging the state’s restrictive narrative.
The campaign saw impactful results, with over 133,500 memory drives donated and pledged, reaching around 1.335 million North Koreans. This initiative delivered approximately 60 million hours of reading material and 2.5 million hours of video content. Additionally, it garnered significant media attention with $17 million in earned media value and 1.5 billion media impressions, further amplifying awareness of the cause.
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3. Captive Content • The Minderoo Foundation
Leo Burnett Australia • 2020 • NGO - education • Australia • Oceania
Campaign Summary:
The Captive Content campaign by Walk Free aimed to raise awareness about modern slavery, specifically highlighting that 1 in 130 women and girls are currently living in such conditions. By creating YouTube videos that initially resembled popular social media content but later revealed shocking truths about modern slavery, the campaign effectively reached a broad audience, leveraging popular search terms and content categories to spark unexpected conversations about the issue.
The campaign achieved impressive results, with 5.5 million video views, 20 million impressions, and an 81% video completion rate, significantly surpassing YouTube’s average. Walk Free’s social platforms saw a 374% increase in followers, demonstrating heightened engagement with the cause. The campaign’s success was further recognized with a presentation at the United Nations, underscoring its impact and commitment to driving change in the fight against modern slavery.
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5. The Independence Day • Lebanese Army
TBWA\RAAD Beirut • 2019 • Government • Lebanon • Middle East
Campaign Summary:
The Lebanese Independence Day campaign sought to restore public faith in the Lebanese army and celebrate its role in the nation. Rather than issuing a one-way message, the campaign invited the public to complete the slogan "In defense of Lebanon's ________," encouraging citizens to express their own thoughts and support for the army. Through billboards, social media, and the army’s magazine, the campaign opened a dialogue that allowed people to share their sentiments, emphasizing that the army stands with the people and is committed to their agenda.
The campaign reached over 3 million people, generated thousands of public responses, and received significant media attention, with coverage from 20 of Lebanon's top news outlets. Online, it garnered 100,000 reactions and led to a 30% increase in positive sentiment toward the army. Remarkably, no clashes occurred between the army and citizens on Independence Day, and Lebanon witnessed its first-ever civil parade alongside the annual military event, marking a renewed connection between the army and the public.
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Five’s not enough?
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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