UNHCR (United Nations High Commission For Refugees): AMPLIFY THEIR VOICES, 2

Credits & Description:

Advertiser: ACNUR/ONU
Agency: LEO BURNETT COLOMBIA
Category: Direct response broadcast: TV, radio & infomercials
Advertising campaign: AMPLIFY THEIR VOICES
Film Direction: (Los Notarios)
Creative Director: Carlos Orozco (Leo Burnett Colombiana / Alpha245)
Web Designer/Director: David Torres (Leo Burnett Colombiana / Alpha245)
Art Director: Esteban Diavanera (Leo Burnett Colombiana / Alpha245)
General Creative Director: Fernando Hernández (Leo Burnett Colombiana)
Account Director: Alejandro Chona (Leo Burnett Colombiana / Alpha245)
Art Director: Andrés García (Leo Burnett Colombiana / Alpha245)
Edition: Jesus Barros (Leo Burnett Colombiana)
Creative Director: Juan Manuel Gaitán (Leo Burnett Colombiana / Alpha245)
Creative Director: Pablo Acosta (Leo Burnett Colombiana / Alpha245)
Sound: Fabio Luque (Leo Burnett Colombiana)
Copywriter: Fredy Castro (Leo Burnett Colombiana / Alpha245)
Account Director: María Elvira Guerrero (Leo Burnett Colombiana / Alpha245)
Copywriter: Wilson Caicedo (Leo Burnett Colombiana / Alpha245)
General Creative Director: Mauricio Sarmiento (Leo Burnett Colombiana)
Outcome
Their voices were amplified in Colombia, Ecuador, Brasil, Argentina, Panama, Costa Rica, Haiti and Mexico.
Execution
A large percentage of women victims of armed conflict have been abused, no one knows what happens to them, no one knows their stories, no one report, fear forcing them to shut up.Thousands of people from their homes, offices and cars raised the volume of their televisions and radios, and the world heard them.The originality is to use the media in a different way and the power of creativity in making thousands of people raise the volume of their televisions and radios to hear the testimonies of women.
Client Brief Or Objective
In the world, one out of every three women displaced by the armed conflict has been physically, psychologically or sexually abused. This abuse lowers her self-esteem, and proportionally, her voice too.
Implementation
They needed to be heard, that’s why we decided to amplify their voices using conventional media in a different way. Intentionally, we decreased the volume of TV and radio spots, creating the need to raise the volume to hear them.