The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Branded Social Post / Real-Time Response
Annual ID
OS_SM17059M
About the Work
Everyday thousands of people around the world tweet their outrage at the growing refugee crisis, yet very few do anything about it. We created the “Outrage is Not Enough” campaign, turning people who care into people who do. A world first, we filmed real time personalised messages from refugees in camps, directly replying to tweets voicing outrage within hours of the tweet being posted. Viewers were then directed to an Amnesty International petition that has been submitted to the UN. It will pressure world leaders to take their fair share of refugees. Since the launch of the campaign on February 1st, and with no paid media, 188,920,937 unique users have been reached, with coverage in multiple publications like The Telegraph and the Evening Standard. Total social media reach stands at 4,313,417 and growing. The petition garnered 850,000 signatures.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather / London
PR / Marketing Agency
Ogilvy PR / London
Production Company
Magnum Photos / London
Art Director
Miguel Nunes
Chief Creative Officer
Mick Mahoney
Photographer
Michael Christopher Brown
Moises Saman
Producer
Jodie Sibson
Francesca Sears
Tim Paton
Writer
Simon Lotze
Agency Producer
Clare Donald
Content Strategist
Kevin Chesters
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