Amnesty International - "No Always Means No"

Air, Partner of McCann

Air, Partner of McCann Brussels, Bélgica

5359

This ad is part of the ACT Responsible Collection

Marca: Amnesty International
País: Bélgica

Anunciante: Amnesty International

Título	No Always Means No
Agencia	Air, Partner of McCann
Campaña	My Body, My Right
Anunciante	Amnesty International
Marca	Amnesty International
Fecha de primera difusión/publicación	2013
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Lema	No always means no
Filosofía	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.
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	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.
Medio	Exterior
Duración	105 seconds
Director creativo	Marie-Laure Cliquennois
Director creativo	Grégory Ginterdaele
Dirección artística	Karl Magnus
Dirección artística	Wendy Wauters
Diseñador gráfico	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Creative Producer	Marie Libouton
Creative Producer	Bérengère Lurquin
Responsable de cuentas de agencia	Julie De Smedt
Responsable de cuentas de agencia	Elderd Bolhuis