Cannes Lions

Not a memory, still reality

AIR PARTNER OF MCCANN, Brussels / AMNESTY INTERNATIONAL / 2017

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Case Film
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Overview

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Credits

Overview

Description

Every day, as you scroll down your Facebook timeline, you bump into a lot of happy Facebook memories. But what if does memories aren’t that happy and are still going on today? This is the case for the war in Syria. Amnesty International wanted to remind people of this ongoing horrific crisis that people tend to forget. By using Facebook Memories to confront people with a reality instead of a memory.

Execution

We designed an exact copy of a Facebook Memory post lay-out. But changed the Facebook Memories title to: Not a memory, still reality. And used Syrian war pictures as the visuals. People were urged to take action by signing a petition and tag themselves in the picture, by tagging themselves the facebook algorithm would keep on reminding them every year in their own Facebook Memories. This way people could continue to take action by supporting it every year they are reminded.

Outcome

In only one day, 13 144 people signed the petition, 6 323 put it in their own Facebook Memories and we reached a total of 250 000 people. Making it the most impactful post on the Amnesty International French Belgium Facebook page.

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