Celem (European Women's Lobby): Abortion travel
DDB Spain
What were the objectives for the creative work?
This campaign's main objective was communication.
First of all we had to create awareness on the issue at hand, as we needed for society to realize what its reality would become in the near future, if this law passed.
Secondly, another important part was the change in attitude. As the campaign sought to trigger a feeling of righteous indignation in all of those who had remained "at sleep" or indifferent towards the imminent reform.
And finally, the behavioral change, regarding mobilizing society. A mobilization...