Cannes Lions
SELMORE CREATIVE AGENCY, Amsterdam / SIRE / 2012
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Eighty percent of paramedics, police officers and fire fighters will be confronted with violence this year while carrying out their work. In this campaign, we quote two articles from the Geneva Convention to point out that we have more respect for medical personnel during times of war than during times of peace. The campaign deliberately refrains from focusing on the perpetrators, but on the silent majority. We appeal to people through TV, radio and print media to sign the petition: The Netherlands Convention (www.handenaf.nl). The petition has already been signed by more than 160,000 people. And the media attention was overwhelming.
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