International Committee of the Red Cross breaks the prejudice surrounding disappeared relatives
Jul. 10, 2019
International Committee of the Red Cross is launching a film to tell the real stories of people looking for their missing relatives.
Created by Cheil Spain, the campaign aims to break the tired prejudice of the typical static image of relatives posing with a missing person’s photograph.
Instead, the agency has created a campaign that puts the disappeared person inside the image, telling the story of their family.
Cheil’s 90-second film, and four 30-second versions, will run across Facebook, Instagram, Twitter, and YouTube globally.
The activity gives visibility to the tireless effort made by families seeking their missing relatives, and addresses the stereotype of inactive relatives waiting for disappeared people to return. It shows people posing with their relative’s photo, remaining in silence to leave the disappeared person to tell their own story for the first time.
María Emilia Cicoria, the Audiovisual Producer at International Committee of the Red Cross, said:
“There is a need to give visibility to the tireless effort made by families seeking their missing relatives. We wanted to touch the hearts of the audience because, behind the typical image of the family member with the photo of their loved one, there is a search story that we can’t even imagine.”
Joaquin Espagnol at Cheil Spain said:
“Sometimes reality goes beyond fiction – this campaign is full of true testimonies. There were so many compelling tales that it was really hard at the beginning of the process to select the stories of each family.”
Related News
Cheil Worldwide Scoops Grand Prix for Innovation at the 2023 Clio Health Awards
Cheil Spain’s ‘Unfear’ for Samsung won the Grand Prix for Innovation along with two Golds, one Silver and a Bronze
Cheil Worldwide Scoops 10 Gongs at the 2023 Clio Health Awards
Cheil Worldwide has won 5 Gold, 4 silver and 1 bronze at the Clio Health Awards this year
Red Cross France & Ogilvy Paris Launch the Not Generated by AI Pro Bono Campaign
The pro-bono campaign will be launched in two waves starting April 22 on social networks, in magazines, and out-of-home
Latest News
Apr. 26, 2024
Prezzo Appoint Isobel as Brand Partner
Prezzo has also appointed isobel as a lead social agency, across the brand’s social strategy and content
Apr. 26, 2024
Dublin Samaritans Launch Restorative Campaign Featuring Collaboration with Dublin-Based Artist Joe Caslin
Powerful mural campaign from TBWA\Dublin shows how talking and being listened to helps the process of mending