Rochester Season for Nonviolence
Campaign for The Ad Council of Rochester and The Gandhi Institute
Campaign for The Ad Council of Rochester and The Gandhi Institute
How do you get people to pay attention to a critical human issue? You make them think you’re
talking about animals.
The Season for Nonviolence is a 64-day national campaign designed to spread the message of peace during the memorial dates of Gandhi and Martin Luther King Jr.
When we started the project, we were astonished by research that showed that people are more passionate about animal rights than most other causes. So we decided to use a healthy dose of animal activism language to get our message across. The misdirected TV, print, and outdoor executions reminded people about social injustices committed against our own species.
The campaign included TV, radio, digital, social, print, theatre and shirts.
(The campaign was recently recognized by Print magazine, Communication Arts, and Graphis)
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