LONDON & GENEVA & NEW YORK--()--A global campaign by Lowe and Partners, in partnership with Fantasy Interactive was launched today at a Press Conference at the UN in Geneva. Lowe and Partners was recently appointed to create a global digital and social media campaign promoting Human Rights Day 2011, which takes place around the world on December 10. This is the first time the UN Human Rights Office has used social media in their celebration of Human Rights Day. UN High Commissioner for Human Rights Navi Pillay and Tony Wright, Chairman of global advertising agency group, Lowe and Partners, showed the assembled media at the UN HQ in Geneva, the new ‘Celebrate Human Rights’ campaign, created in 6 different languages comprising:
- The Celebrate Human Rights Day logo and identity
- The www.celebratehumanrights.org website. The site celebrates the birth of the UN Human Rights Declaration and invites users to make a wish using one of the 30 clauses within the declaration, as a catalyst for sharing and celebrating. Deliberately playful in nature, the site centers around a birthday party theme with a cake cut in 30 pieces. Once a user lands on the page, they are encouraged to "Make a Wish" using one of the 30 tenets of the UN declaration of Human Rights. Once they make their wish, close integration with Facebook allows the user to share the wish, the clause of their choosing and post a celebration of Human's Rights Day on their personal Facebook page.
- A specially commissioned ‘video collage’ short film by Pogo, featuring people from a number of countries across the world, expressing their wishes for Human Rights in the future.
Pogo is an internationally renowned electronic musician and VJ from Perth, Australia. He has gained popularity for his unique work recording small sounds from a film or a specific scene, and sequencing the sounds together to form a new piece of music. In just a few months, Pogo has developed a youtube footprint of over 35 million views, with only 20 videos. With 150,000 subscribers, he’s one of the most subscribed to independent musicians online. He has done official work for with Walt Disney, Pixar, Google, Youtube, Honda, Showtime, Art Basel in Miami and The Guggenheim in NYC.
The campaign idea originated from Lowe Bangkok, supported by Lowe Deutsch NY and Lowe and Partners London. The network has partnered with Fantasy Interactive, the global digital agency, to co-create the digital and social media campaign – which is designed to inform, connect, engage, celebrate and share – and be accessible to all ages and nationalities.
Navi Pillay, UN High Commissioner for Human Rights, said: “It is maybe too much to hope for – but we would love human rights to go viral. They should go viral, because they apply to everyone everywhere. They belong to all of us. The more people realize they have rights, the more likely they are to claim them and defend them. Dictators and tyrants thrive on people’s failure to understand they have rights and that there is an entire international system of laws and institutions to help them achieve them. People should be at the centre of economic and development policies. So we hope our social media campaign will gather significant momentum in the run up to this year’s Human Rights Day on 10 December – the anniversary of the momentous day when the Universal Declaration of Human Rights was agreed in 1948. But we also hope the drum beat doesn’t stop there. Human rights are far too important to be a one-day wonder.”
Tony Wright, Chairman of Lowe and Partners, added: “This has been a remarkable year in global events, underlining even more clearly the massive importance of the human rights agenda. This is why it has been so wonderful to work with the UN to create this campaign and also why it had to have social media at its core.”
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