Problem:Human rights are being eroded by divisive politicians globally.
Insight: Many people don't want to read about human rights.
Solution: Create a series of spoof Ladybird books around documented stories on human rights, promoted by outspoken celebrities.
In response to Amnesty's recent call for creative responses to the erosion of human rights, the 'rights aren't wrong' series was one of our solutions.
Pre-launch campaign featuring an outspoken celebrity like Frankie Boyle, reading extracts from the book. The campaign would raise funds to make a physical version of the book, with any additional money raised going to Amnesty. New celebrity readings could be added to re-promote the campaign and reach out to new audiences.
Each story would be promoted by different outspoken celebrities. They would be launched by readings at relevant locations, such as a school hall.
Copies of the (translated) physical books would be sent to world leaders identified by Amnesty as inciting social division. We would also alert major news networks they would receive the books.
Problem: Being homeless can make you invisible.
Insight: Product packaging can deeply personalise a brand.
Solution: Create a soup brand made by homeless people, using some of the 270,000 tonnes of surplus food from the UK food and drink industry.
HomeAidSoup was one of the winning responses to Jolt's call to help homeless people help themselves.
Winning meant we got onto the Jolt scheme, that helps people from diverse backgrounds get into advertising.