UNHATE Foundation - "Untouchables"

Fabrica Catena di Villorba , 意大利

13405

该广告属于ACT Responsible项目展品

品牌: UNHATE Foundation
国家: 意大利

广告主: UNHATE Foundation

标题	Untouchables
广告公司	Fabrica
广告战役	UNTOUCHABLES
广告主	UNHATE Foundation
品牌	UNHATE Foundation
首次发布日期	2013 / 7
行业领域	人权
广告口号	The right to childhood should be UNTOUCHABLE.
剧情简介	The campaign’s idea was shaped around one statement: The right to childhood should be UNTOUCHABLE. For protecting the rights to childhood from many threats, users need to be actively engaged in distributing the message, as if they have personal responsibility.
哲学	The campaign was developed in 7 pictures, recreating the image of the cross and juxtaposing both the victim and the abuser. The cross is replaced by an adult embodying the threat (a priest, a soldier, a nuclear engineer etc.), whereas the victim is the child crucified on his back. Their voices are silent and weak, and their rights are left adrift. The controversial choice of the cross was intended to raise awareness and to provoke a large debate. The Untouchables wants the audience to feel outraged, getting a reaction and provoking the viewers to defend the children’s rights. The users empathised with the message and spontaneously spread them around. The message - non-branded, independent, provocative – was trusted by them and shared through their personal social networks.
问题	Fabrica was requested by the UNHATE Foundation to produce an effective campaign addressing a number of issues plaguing children around the world: paedophilia inside religious walls, sexual tourism, the civil war in Syria, liberal circulation of firearms, human organ trafficking, obesity, nuclear pollution.
结果	The campaign, conceived and developed by Erik Ravelo, Fabrica’s Creative Director, was posted on July 2013 from his personal social media profiles including Facebook, Instagram and Tumblr and then from the agency’s website and networks. The Untouchables immediately gained a huge response with over 18,000 views in the first few days. The following September, Facebook banned the campaign for being “offensive”, also blocking the author’s page for four months. As Facebook removed its ban, The Untouchables had gone viral, with over several million sharing (estimate), 3 exhibitions, hundreds of editorials, and a huge global conversation about children’s rights.
媒体类别	影视
长度	45 seconds
创意总监	Erik Ravelo
摄影师	Erik Ravelo
摄影师	Enrico Bossan
Assistant Photographer	Marco Pavan
Graphic Designer	Erik Ravelo
文案	Erik Ravelo