Cannes Lions

Buy a voice – for freedom of speech

DDB STOCKHOLM, Stockholm / PEN SWEDEN / 2017

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Overview

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Credits

Overview

Description

Röster has an archive with hundreds of voice demos. Usually the actors read mock-up ads or pure nonsense texts. We let some of Sweden’s most hired voice actors record new demos with texts by journalists, authors and writers around the world who are persecuted, jailed or tortured for speaking their mind. Every time a voice is booked, a part of the fee is given to PEN Sweden. So any commercial message can support freedom of speech, even a radio ad for a discount on carpets. And brands can contribute, without even knowing it.

Execution

The initiative went live in December 2016. In the first batch we recorded 70+ new voice demos with some of Swedens most hired voice actors. More demos are being recorded continuously, filling Rösters digital voice archive with texts by writers who've been silenced. Voice archives and agents around the world have been invited to join the initiative at buyavoiceforfreedom.com

Outcome

A new stream of donations for PEN Sweden, with money coming in for every production that uses our voices. The initiative is ongoing and more demos are being added to the 70 already recorded. More voice archives have been invited to join at buyavoiceforfreedom.com

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