Foundation For Fundamental Rights: Not A Bug Splat

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Advertiser: Foundation For Fundamental RightsAgency: BBDO PakistanCountry: Pakistan

Objectives

Between 2004 and 2014, drone strikes in Pakistan had killed an estimated 3500+ people, a disturbing percentage of whom have been described as innocent civilians. Including more than 200 children1. Reprieve/FFR had been working to raise awareness of this crisis, but protests in Pakistan went unnoticed globally, mostly due to the fact that they all appeared to be the same.

We had a threefold objective for our campaign:

  1. to raise not just national, but global awareness of this human rights violation which was otherwise...

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