| Title | Peace Talks, International Alert |
| Agency | HMDG |
| Campaign | Peace Talks |
| Advertiser | International Alert |
| Brand | International Alert |
| Date of First Broadcast/Publication | 2011 / 9 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Tagline | International Alert, charity, peace, peace talks, violence, conflict, World Peace Day, |
| Story | The work was commissioned by International Alert to mark world peace day and their 25th anniversary. International Alert is an independent peacebuilding organisation, that works to lay the foundations for lasting peace and security in communities affected by violent conflict. We wanted to work with themto create a platform for them to capitalise on World Peace day in September 2011. We decided to create something they could use across a variety of media – a film seemed the best solution to this. We didn’t approach it with a specific target audience in mind, we were more concerned that it should resonate online and be shared by viewers, meaning that it had to be hugely impactful, fairly short and be able to stand alone as a piece of comms even without the charity association. That led us towards the execution far more than nailing down exactly who we wanted to talk to. We also wanted to break away from the cliches of traditional charity messaging and create something compelling not only to people who give to charity but anyone online. IA’s sole aim is to resolve conflict through dialogue - so we wanted to create a powerful, cinematic film that engaged people and stirred a debate. We believe this is what we achieved, as evident by the number of comments we’ve seen on youtube and the many blogs this is featured on. We persuaded Massive Attack to donate the track for free with unlimited usage and we also managed to get the accomplished David Morrisey to record the Voice Over for free. Massive Attack subsequently featured the film on their home page. To date it has almost 137,000 views on Youtube. |
| Philosophy | International Alert is an independent peacebuilding organisation, that works to lay the foundations for lasting peace and security in communities affected by violent conflict. We wanted to work with them to create a platform for them to capitalise on World Peace day in September2011. We decided to create something they could use across a variety of media – a film seemed the best solution to this. |
| Problem | We didn’t approach it with a specific target audience in mind, we were more concerned that it should resonate online and be shared by viewers, meaning that it had to be hugely impactful, fairly short and be able to stand alone as a piece of comms even without the charity association. That led us towards the execution far more than nailing down exactly who we wanted to talk to We also wanted to break away from the cliches of traditional charity messaging and create something compelling not only to people who give to charity but anyone online. |
| Result | International Alert's sole aim is to resolve conflict through dialogue - so we wanted to create a powerful, cinematic film that engaged people and stirred a debate. We believe this is what we achieved, as evident by the number of comments we’ve seen on youtube and the many blogs this is featured on. We persuaded Massive Attack to donate the track for free with unlimited usage and we also managed to get the accomplished David Morrisey to record the Voice Over for free. Massive Attack subsequently featured the film on their home page. To date it has almost 137,000 views on Youtube. |
| Media Type | Web Film |
| Soundtrack | Massive Attack |
| Voice | David Morrissey |
| Producer | Mathew Alden |
| Agency Producer | Sally Fisher |
| Creative Director | Paul Shearer |
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