Riccardo  Fregoso
Executive Creative Director at McCann Paris
Clichy Cedex, Sudan
TitleUrgence Darfour: Flyer
Campaign Stop Bechir
Advertiser Collectif Urgence Darfour
Brand Collectif Urgence Darfour
Date of First Broadcast/Publication
Business Sector Charities, Foundations, Volunteers
Tagline Sing the petition, and send the dictator behind bars
Story To maximize signatures for the petition issued by the association, Urgence Darfour, in order to bring to the International CriminalCourt the Sudanese President Omar Al Bashir, who is charged with war crimes, crimes against humanity and genocide. The campaign started with a viral video and an online petition. However, we soon realized we were missing a very important part of the target audience: people that are seriously involved in the cause, and yet are not comfortable with using the Internet, and also activists taking part in meetings and demonstrations, who get enthusiastic about the cause but then forget to sign the petition online. We need to make these people sign easily,and immediately.
Philosophy Urgence Darfour diffused the flyer during the official launch of the campaign, and then during each of the association’s demonstrations and meetings in France. In less than a week, Urgence Darfour received hundreds of signed coupons, and several congratulations from activists and associations on the efficiency of this alternative – and yet classical – medium.
Problem So we decided to create a “classical” flyer, like the flyers associations normally distribute to activists. However, this time, the flyer concealed a fatal trick for the dictator, and something of real, tangible interest for the activists: by signing and sending the petition, people literally, and immediately, “send him behind bars”.
Media Type Digital
Creative Director
Art Director

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