D&AD White Pencil: Peace Is In Our Blood
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Brief: To make Peace Day impossible to ignore, a day a global community engages with, so that governments and leaders worldwide have no choice bu… Read More
Brief: To make Peace Day impossible to ignore, a day a global community engages with, so that governments and leaders worldwide have no choice but to implement it. This is achieved by getting public to personally connect with peace day and integrate it into social fabric, so it becomes a day to remember. Concept: For Peace Day to engage with everyone it has to build upon something we all have in common, something everyone can relate to by overcoming cultural, religious and political barriers. I propose peace should be a part of us, something running through our veins, so essentially peace is in our blood. Everybody on the planet has blood and it keeps us alive, so essentially we all bleed the same. Can we not put the past behind us and move to a positive future? Solution: Create a campaign that promotes the exchange of red items to signify peace. The only restriction on the items is that they are red. The campaign would run for 12 weeks up to Peace Day and is split into two phases. Phase one creates a talking point around peace being in our blood, without giving away too much information. Phase two develops the campaign to physically passing on red to symbolise peace being in us. Read Less
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Peace Is In Our Blood
 Phase One
Phase one is about communicating the ideology that blood is something that connects us all and can be used as a tool for peace. Examples are given as bill- boards but it could work in any format, the message is what is important. It could translate in to any form of advertising; print, digital or broadcast based.

At this stage it’s not getting the public to mobilize for peace it’s introducing the idea of what peace could be. This advertising would run for six weeks over different mediums.
 Phase Two
Phase two furthers the notion that peace is in our blood by showing the giving of red items. The giving of a red item represents the fact that we’re made up of the same substance and we should put whatever has happened in the past behind us and move forward to a positive future. These items could be given to anyone, especially between people who are not at peace, from a small argument to all out war.

These first set of posters show examples of everyday items that can be given to symbolize a gesture of peace, but items have no restriction, they could be anything red.
Further advertising showing the giving of more obscure items to promote the notion that anything red can represent the gesture of peace, big or small it represents peace all the same.

The two types of items would be run alongside each other for a further six weeks up to Peace Day, which is when the items are exchanged.

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