Outdoor > Ambient & Experiential

SLEEPING FLAGS

ROTHCO | PART OF ACCENTURE INTERACTIVE, Dublin / O.N.E. / 2019

Awards:

Bronze Cannes Lions
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Supporting Content
Demo Film

Overview

Credits

Overview

Write a short summary of what happens in the digital or ambient execution or campaign.

Sleeping Flags launched on the 11th of February 2019.

In a coordinated act to raise public awareness and support, veterans took to the streets in our Sleeping Flags, sleeping in the shadow of iconic buildings chosen for their historical significance and symbolism.

We launched the campaign by having an Irish influencer known for activism and social commentary tweet a single image of a veteran in one of our bags. This single provocative image was like a tinderbox. Something that should elicit pride in Irish people was used to elicit anger and a sense of shame.

This quickly spread, generating a huge amount of debate and conversation. The following morning O.N.E. claimed ownership of the act, releasing a follow-up documentary appeal online that explained the urgent need for this drastic action. This was supported by a social campaign and subsequent outdoor installations featuring the Sleeping Flags to drive donations.

Cultural/Context information for the jury

In Ireland, its Defences Forces personnel-both active and retired - receive very little public recognition for their service to the country. Their situation is in stark contrast to other countries where their military is woven into the national sense of identity, such as America, Australia or South Korea, to name a few. There is a perception that the country’s Defence Forces spends its time doing purely ceremonial duties or drills in Irish barracks, when the reality is the country has been the United Nations top peacekeeping force, operating in conflict zones around the world, for decades. They also suffer a complete lack of official support they receive when their service to the country ends. There are no courses to help them adjust to civilian life once discharged, while any medical or psychological support instantly disappears, leaving many suffering ongoing health issues or trauma such as PTSD without anywhere

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