FREEDOM FROM TORTURE.
A 295% INCREASE IN TRAFFIC FOR THE CHARITY.
Freedom from Torture is a charity dedicated to the care of survivors of torture.
Their biggest challenge was awareness of their organisation.
How could we get people to go to their website to find out more? By revealing an inconvenient truth.
Torturers are not monsters, they are people who think they are doing a good job.
To dramatise this, I created a campaign of bogus recruitment ads for would-be torturers.
THE RESULTS
The campaign ran only twice in The Guardian and The Independent. Within that one week,
the ads generated a 295% increase in traffic. The average time spent on Freedom from
Torture’s website doubled. The campaign cost the client £629.88.
THE CREATIVE EXECUTION
The bogus job ads were placed in the recruitment section of The Guardian and The Independent.
They looked like conventional recruitment ads, complete with logos and industry awards.
The copy describes horrific acts but is written in conventional business speak. Half way through,
the copy changes and explains that although recruitment ads for torturers are rare, sadly,
the jobs exist and there is no shortage of candidates. The copy ends by explaining that this really
is a recruitment ad, Freedom from Torture has a job for all of us – to support them in the
important work that they do.
The fourth execution, Rapist, never ran.
Amnesty International. Refugees campaign.
I was the Creative Director for Amnesty international for 3 years.
I created these ads collaboration with Oliviero Toscani's Colours Magazine.
Dove Self-esteem day
In the UK, 9 out of every 10 girls with low body esteem put their health at risk by not seeing a doctor or by skipping meals.
Since 2004, the Dove Self Esteem Workshops help them identify issues that can affect a young person’s confidence
and positively impact on their self-esteem. By 2030, Dove will have helped 1/4 billion girls through our educational programmes.
These concepts were developed as material to promote the workshops.
