Eurobest

Buy a Voice – For Freedom of Speech

DDB STOCKHOLM, Stockholm / PEN INTERNATIONAL SWEDEN / 2017

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Background:

PEN International is a charity established to be a voice for writers who are attacked, imprisoned and even killed for their views. PEN Sweden has very limited resources and can't compete with bigger charities thru traditional channels or social media.

Brief:

PEN know that people who express themselves in writing professionally are more likely to donate money to their cause. The brief was to find a way to reach them.

Objectives

Make professionals who use the written word as a way to make a living aware of those who put their life at risk to express themselves freely. And find an easy way to donate money to PENs fight for freedom of speech.

Execution

Implementation & timeline:

The project was launched December 18 2017 and is ongoing. New samples are recorded continuously.

Media channels:

Voice samples in Röster's voice archive, that are sent out to creatives via direct links.

Scale:

The project started with the 12 most hired voice actors in Sweden. All of them promoted the initiative in their own social media channels. Today, PEN England and more PEN offices around the world are looking at joining the initiative in cooperation with local voice archives.