CHALLENGE: The UN International Day of Peace was a well-intentioned event that hadn’t attracted much attention. With a minuscule budget, we set out to change that.
SOLUTION: We catalyzed established celebrities and social influencers alike with one simple message: #forgiveforpeace. Though we had an established look and feel, we introduced a hook people could share through social media: tearing paper featuring written words like “violence” “conflict” and “revenge” and using the hashtag #forgiveforpeace.
We launched with this video, which was directed by Jeremy
The response was huge:
