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The ad as seen in major newspapers across the country.
DESCRIPTION
Refugee policy returned to the top of the political agenda in 2009, when 78 asylum seekers onboard an Australian customs ship refused to disembark in Indonesia. The event saw political point scoring and inflammatory language from politicians of all stripes, as well as the media.
Amnesty International Australia wanted to cut through the debate with a high profile newspaper advertisement in major papers. They commissioned Make Believe to design and write the advertisement.
With a fast turnaround Make Believe devised a creative approach encouraging the public to look beyond the political debate and media headlines, to see the issue affected real people and their human rights.
The ad incorporated Amnesty’s global brand guidelines and new photography was shot for the project.
Make Believe also wrote an email alert sent to Amnesty’s Australian membership seeking donations to help put the advertisement in the newspaper. This email generated more than $35,000 in contributions, enabling Amnesty to extend the full-page campaign to three major newspapers.
(Make Believe had also earlier written an email for Amnesty which encouraged thousands of Amnesty members to write to Kevin Rudd on the issue).
LINKS
PROJECT SERVICES
- Design of newspaper ad.
