- Our Beleives:There is this thing called forgiveness, we believe that you shouldn’t forgive people because you are weak, but forgive them because you are strong enough to know that people make mistakes.
We wanted to create awareness about the importance of forgiveness.
We decided to name the campaign“Remove your scars” as a metaphor for removing the pain others has caused you.
- Viral Idea:The process started through gathering a group of people as ambassadors for forgiveness. Each ambassador wrote a specific situation they had to forgive someone for on their arm. They spread out into the streets of Pretoria, with these phrases written on them, to draw attention.
These ambassadors distributed wristbands that were specifically designed for our campaign. Instructions were given by the ambassadors on how to use the wrist bands:
-On the one side (written the offense done against them)
-On the other side was the quote used in our campaign and a barcode:
The barcode links the user to the FB page. After forgiveness has taken place the wristband had to be turned over.
The FB page will contain:
1. Information regarding when the wristbands should be returned to form part of an interactive artwork.
2. An opportunity for individuals all around S.A to post the offence that was done against them on this viral wall, and forgive. These posts will be printed and placed on the tangible artwork. Through this strategy
were covering a wide audience.
The campaign will be concluded through sending postcards with the image of the completed artwork, and a link to the video to all the participants.
The participants will be notified via FB to check their postboxes. Once participants receive their postcards the viral video will be launched via FB and Youtube.
Ideally the viral video is based on true stories that appeared on the viral wall. But the individuals in the video are mere actors and friends. These stories are not true and are used only for the purpose of the campaign.
The video starts with close-up images of individual people revealing their unique qualities. Each person reveals their “scar” writing on their body to the camera. These messages are shocking and emphasizes the scars some people live with.
This is followed by a close-up sequence of mouths stating: “I forgive you” in silence. The video is ends with the last mouth saying it loud(with sound). This silence in the video emphasizes how individuals keep secrets about their past to themselves. The last mouth brakes the silence and stars to forgive.