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UCL Campaign x Ogilvy & Mather

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Campaign Magazine
Challenge and Execution
The challenge was raise awareness that forensic science is underfunded and how this can lead to misinterpretation of evidence and wrongful convictions. By helping to raise £1m for a new forensic science laboratory at UCL, to ensure DNA evidence is correctly analysed and interpreted in the future.
The idea used simple punctuation to demonstrate how the smallest detail can be the difference between guilt and innocence. Dramatically different interpretations of the same sentence highlighted the importance of properly funded forensic research.
Results
£300k of donated media space - including press, outdoor, social, digital and cinema. Combined press readership through donated media: 10,000+ Donated space on Twitter: 48,990 Impressions, 23,902 views of the digital creative execution

Credits

Cecilia Mari

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Project Tags

  • Copywriting
  • art direction
  • ogilvy
  • film
  • Press
  • OOH
  • craft
  • typography
  • awareness
  • print

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