AGENCY ROLE: #STANDFAST CAMPAIGN AND STANDFASTFORJUSTICE.ORG - SUPPORTING REPRIEVE'S CREATIVE WITH THE GUARDIAN IN AN EFFORT TO PROVOKE A GLOBAL CONVERSATION.
ROLE: CREATIVE DIRECTOR, EXECUTIVE PRODUCER, SOCIAL STRATEGIST
CLIENT: REPRIEVE
ASSIGNMENT: BRING AWARENESS TO THE STANDARD OPERATING PROCEDURE FOR HUNGER STRIKE IN GUANTANAMO BAY BY CREATING A SOCIAL CAMPAIGN AROUND GUARDIAN CONTENT.
2013
AS RAMADAN BEGAN, MORE THAN 100 HUNGER-STRIKERS IN GUANTÁNAMO BAY CONTINUED THEIR PROTEST. MORE THAN 40 OF THEM WERE BEING FORCE-FED. A LEAKED DOCUMENT SET OUT THE MILITARY INSTRUCTIONS, OR STANDARD OPERATING PROCEDURE, FOR FORCE-FEEDING DETAINEES.
YASIIN BEY, FORMERLY KNOWN AS MOS DEF, VOLUNTEERED TO BE FORCE-FED ACCORDING TO STANDARD GUANTANAMO OPERATING PROCEDURE. THE GUARDIAN CAPTURED IT.
THE RESULT WAS A VIDEO THAT SHOCKED THE WORLD.
OUR SITE NOT ONLY ALLOWED PEOPLE TO VIEW THE GUARDIAN CONTENT BUT TO IMMEDIATELY TAKE ACTION.
BY PLACING THE CTA #STANDFAST | STANDFASTFORJUSTICE.ORG, WE DROVE USERS TO SHARE USING A SINGULAR CAMPAIGN LANGUAGE AND ALSO DELIVERED USERS WHO SAW THE VIDEO TO THE SITE WHERE THEY COULD TAKE ACTION AND LEARN MORE.
24 HOURS LATER:
1,170 + HUNGER STRIKE DAYS PLEDGED AT STANDFASTFORJUSTICE.ORG
5 DAYS LATER:
6 + HUNGER STRIKE DAYS PLEDGED AT STANDFASTFORJUSTICE.ORG
10 DAYS LATER:
11.5 + HUNGER STRIKE DAYS PLEDGED AT STANDFASTFORJUSTICE.ORG
VISITORS TO THE SITE COULD LEARN THE STORY OF EACH DETAINEE.
P.J. HARVEY SAW THE CAMPAIGN AND DECIDED TO WRITE A SONG ABOUT THE FIRST DETAINEE HIGHLIGHTED.
AMNESTY INTERNATIONAL GOT INVOLVED...
... AND THAT DETAINEE WALKED FREE IN DECEMBER 2013.
#STANDFAST TRENDED AT #1 AND #2.
THE SITE PROVIDED A PLACE WHERE THOSE WHO WERE MOVED COULD IMMEDIATELY MAKE THEIR VOICE HEARD.
IT WAS AN HONOR TO JOIN IN THE EFFORT. AND VERY EASY TO CREATE A CAMPAIGN AROUND SUCH AMAZING CONTENT.