2018 Winners & Shortlists

SKINS OF PEACE

Client/BrandAMNESTY INTERNATIONAL
Product/ServiceAMNESTY INTERNATIONAL
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryDigital & Social
CategoryUse of Digital in a PR Campaign
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production CAPITAL D Dubai, UNITED ARAB EMIRATES
Additional Company FACEBOOK DUBAI, UNITED ARAB EMIRATES

The Campaign

With a tiny budget to tackle an enormous challenge, we had to come up with an idea so creative it could live on its own. If Islam was being misconstrued for being violent and Muslims were treated as a travel threat, merely claiming the opposite would’ve never sufficed. For our idea to be impactful, we needed evidence from the Islamic religion itself that could travel the world to spread the word when Muslims couldn’t. The idea was powerfully simple: transform passports from a means for discrimination into a message of peace. Accordingly, we looked into The Quran, Islam’s Holy Book, as the sole source and true bearer of the essence of this religion, for verses that relay tolerance and acceptance. These verses (in English) would be beautifully transformed into passport holders and would be known as the Skins of Peace.

Execution

Partnering with Facebook, we launched on Amnesty International’s social pages under #SkinsofPeace. This meant a series of content pieces ranging from explaining the situation to promoting the campaign and “how-to” tutorials. All the content drove people to the campaign website to entice downloads. Simultaneously, leather samples of the passport cover designs were sent to influencers to expand our message further. We collated +700 A4 designs from 83 countries. These were a variety of Arabesque, modern, calligraphy, geometric and illustration styles. Working with world-renowned origami artist Robert Lang, we developed a painfully easy 4-step fold that turns any of them into sturdy passport covers. To generate more buzz and establish relevancy, we launched our campaign on December 18th, International Migrants Day. Over the span of 1 month, we released short format tutorials and posts to drive downloads. Offline, we made the passport covers available at travel agencies, airports and Islamic Centers.

SkinsofPeace.com registered thousands of daily visitors. Content films recorded +45 million impressions and posts received a 120% higher engagement rate than any previous Amnesty International post. Design downloads to date exceeded 250,000 in 2 months. This was aided by the overwhelming global media exposure the idea received: Arabian Marketer, Creativity Online, Culture Pub, Ads of the World, Communicate, The Drum’s round-up for the most creative work and Campaign’s Top 30 Campaigns for 2017 to name a few helped garner international coverage in many languages to expose and mobilize even more people around this cause. Online listening reports registered more than 90% positive sentiment around the world. The Skins of Peace became so popular, we ended up producing larger quantities to be sold on Souq.com with the proceeds going to the “No Ban, No Wall” program. Most importantly however, we got our message of tolerance to the world: Islam is peace.

The Situation

The Skins of Peace campaign is one that epitomizes what this entry about by bringing the Amnesty International vision to life while establishing a deep understanding among the general public around one of the most pressing current issues of our time: Islamophobia at airports. The solution Skins of Peace offered is one that the public received with arms wide open and rewarded us for it accordingly with their utmost engagement and participation.

The Strategy

Because we’re targeting a vast demographic and an even more varying psychographic audience across the globe, we didn’t want this to be a “for-us, by-us strategy.” And because we sought inclusion, we wanted to practice what we preached. From a communication standpoint, we had to cover 2 pillars: awareness and education. From a reach standpoint, while online would be the main medium, we were keen to complement it with offline presence to allow people convenient accessibility at relevant touchpoints. From a PR standpoint, it was detrimental that this idea garners worldwide coverage to establish credibility, reach and adoption. Accordingly, the plan was to use online influencers as a springboard along with an official unifying hashtag. This holistic approach guaranteed that our idea would have no home or owner, but instead would exist everywhere and take on a life of its own while enabling Muslims and non-Muslims alike to take part.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Creative Director
Alex Pineda TBWA\RAAD Copywriter ACD
Clayton Needham TBWA\RAAD Senior Digital Designer
Oswaldo Sa TBWA\RAAD Art Director ACD
Debora Andreucci TBWA\RAAD Digital Designer
Claudio Campisto TBWA\RAAD Head of Art
Ali Cheikhali TBWA\RAAD Senior Strategic Planner
Camilo Rojas TBWA\RAAD Motion Graphics Designer
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
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