SOCIAL CAMPAIGN “PEOPLE ARE NOT CANS”
Statistically, there are almost 6,000
places of unfreedom in Ukraine. These are prisons, rest homes, orphanages, hospices, military
units, psychiatric hospitals, and many other custodial institutions.
People are tortured and mistreated in places of unfreedom.
People are tortured and mistreated in places of unfreedom.
Problem
To draw attention to the living conditions
of people in places of unfreedom (violation of rights, lack of food and medical care), stop
torture and mistreatment in institutions with limited access.
Who are the monitors?
Monitors are activists and observers who
have the right to visit custodial institutions 24/7 together with employees of the Ukrainian
Parliament Commission for Human Rights.
The community of monitors is called NPM (National Preventive Mechanism). Its task is to prevent people’s abuse.
The community of monitors is called NPM (National Preventive Mechanism). Its task is to prevent people’s abuse.
Solution
To create a non-standard complex media
campaign that attracts attention. It should be understandable to people and “uncomfortable” for
officials.
Logo
The logo is based on the idea
of monitors’ ability to see through walls 24/7.
Brand Book
We have created an identity
that grabs the younger generation’s attention and motivates them to join the NPM volunteers.
In places of unfreedom, the
laws of the times of the USSR still apply, with “inconvenient” people being “canned” (put out of sight).
People in places of unfreedom become “cabbages”, break down and degrade. Places of imprisonment must cease to be Soviet “cans”. It’s time to open them and look inside as their shelf life has long passed.
PEOPLE ARE NOT CANS!
People in places of unfreedom become “cabbages”, break down and degrade. Places of imprisonment must cease to be Soviet “cans”. It’s time to open them and look inside as their shelf life has long passed.
PEOPLE ARE NOT CANS!
Video
Many social
rehabilitation institutions do not rehabilitate anyone, medical institutions do not treat
anyone, penitentiary institutions do not reclaim anyone. People have no one to ask for help.
Getting into places of unfreedom, people actually lose all rights and become “hostages”, they are humiliated and lose their sense of dignity.
This is our reality today. This is a kind of reality show in which people get against their will. Would you like to take part in this?
Getting into places of unfreedom, people actually lose all rights and become “hostages”, they are humiliated and lose their sense of dignity.
This is our reality today. This is a kind of reality show in which people get against their will. Would you like to take part in this?
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Battle of agencies at
Lions Creativity Days With this concept, we won the “Battle of Agencies”
and got the right to implement this campaign.
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Results
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1Identification of NPM as a revolutionary tool of social influence
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2Empowering the reputational impact through visual identification
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3Informing the community about the NPM activities
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4Public support and a three-times increase in the community of NPM observers