Cannes Lions

PEACE WITHOUT WAR

VCCP SPAIN, Madrid / TWITTER / 2019

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Overview

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Credits

Overview

Background

Every day there are more and more war and conflicts areas in the world, how can kids who live in those conflicts zone know what the real meaning of peace is?

Idea

If you search for the definition of Peace in dictionaries in the world, you ll find lots of definition, but all of them contain the word war in it.

How can we reach peace, how can we teach kids for building a better world, if we even cannot define peace without the word war?

Strategy

We launched the petition on TAT (Talking about Twitter) in Granada in June 2019.

Execution

Thousand of different people from all over the world, wrote their own new definitions for Peace without using the word War.

With all definitions we wrote a new diccionary to build a better world and to teach kids what peace really means.

Outcome

We went to be #1Trending Topic in Spain in just minutes, even when the World Football Cup started that same day.

We reaceived thousands of new definitions and reunited it into a printed new diccionary with the real meaning of Peace

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