Small Budget Media Campaign

Silver
CAMPAIGN
Amnesty Unblocker
AGENCY
Colenso BBDO
CLIENT
Amnesty International
BRAND
World Day Against Cyber Censorship
DETAILS
Amnesty International are a global not for profit organisation who defend human rights to freedom and truth.
New Zealand is globally recognised for being one of the least corrupt countries in the world, valuing freedom of speech and open communication. Therefore, Amnesty NZ were in a unique position to spearhead a global campaign advocating for cyber freedom.
Whilst the internet was meant to be a tool that liberated information, the reality is that 33% of all internet users do not have uncensored access to the world-wide web1.
Our challenge was to find a way to highlight the growing issues of online censorship and surveillance and to draw the world’s attention to World Day Against Cyber Censorship (WDACC). 
CAMPAIGN
Wardrobe Apartment
AGENCY
BBDO Hong Kong
CLIENT
Society for Community Organization
BRAND
Public affairs
DETAILS
“Wardrobe Apartment” was a strategically deployed media idea that radically amplified the voice of the Society of Community Organisation (SoCO), a non-profit dedicated to enacting change for the inhumane housing situation for Hong Kong’s low-income earners.
The challenge was lack of public interest.  Even though some 200,000 people live in unsanitary and unsafe subdivided units as small as 18 square feet [Sources: HKSAR Census & Statistics Department, 2016; SoCO Survey, 2009], there was severe apathy for the issue, from both the citizens and the government – the former distracted by the 23,300 other non-profits fighting for their attention [Source: InvestHK, 2012], and the latter motivated by public opinion. No matter what SoCO did, their message lacked reach or fell on deaf ears.
Everything changed with “Wardrobe Apartment”.  Inspired by a common adage that Hong Kong apartments are so small you can hardly fit a wardrobe, we replicated the actual homes of cubicle apartment dwellers in standard sized 18 square foot wardrobes.  We gave Hong Kong no room to ignore us by placing our wardrobe apartments in the busiest CBDs and challenging them to a game to drive interest.  We supported our installations with a suite of carefully deployed communications – guerrilla posters and Airbnb posts, a photo-exhibition, Facebook group.  The campaign attracted 17,400 on-site visitors [Source: SoCO], piqued the interest of 30+ local and international news outlets (surmounting to USD300,000 in earned media value [Source: media agency benchmarks]), and finally convinced Hong Kong’s Secretary of Housing to increase the supply of public housing in his 5-year plan.
By reframing the issue, SoCO managed to put Hong Kong’s long neglected housing situation for low-income earners on the top of the government’s agenda – achieving this with USD5000 in production budget and zero media spend.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters