The UN International Day of Peace had been a well meaning event that hadn’t attracted much attention. We set out to change that. With only a small budget we catalyzed established celebrities and new media influencers alike with one simple message: #forgiveforpeace.
We created a logo and a look and feel, but to get it to spread through social media we knew we needed some sort of device that people can share: have people tear papers with words like “violence”, “conflict” and “revenge” and show the hashtag #forgiveforpeace.
We launched with this video that I shot and edited:
The response was huge.
From there, with the cooperation of several generous OOH media companies, we expanded the campaign into billboards.