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Using creativity to solve real world problems(pt2)

March 22, 2005

As a coincidental follow-up to yesterday’s post, today, OpenAd and the Financial Times in the UK launched a new competition entitled “The World’s Toughest Brief”.The idea is to provide a monthly challenge to creatives. This month the brief concerns global poverty and asks for advertising and other communication ideas for the global coalition, “Make Poverty History”

This is the brief:

Key issue to be addressed

Most people are aware of global poverty, even if they don’t know its causes or scale. It feels like a big problem, one they can’t solve.

Role for communications

Make people believe something can be done to end global poverty for good and that they can be part of something amazing.

Insight

Overcoming global poverty is about justice, not charity. Tony Blair and other G8 leaders must be persuaded to honour their pledge to halve poverty by 2015, through trade justice, debt cancellation and more and better aid.

To push them to act, we want mass action appealing to people’s sense of a “great generation”

Key Thought

With your help, global poverty can be made history.

What we need

Ideas that explain the problem and convince people to support the cause, in particular through the website www.makepovertyhistory.org. These ideas could run anywhere DM, PR, advertising, letters, emails, etc.

Support

We’re not asking for money, we’re asking people to show their support. We want them to wear a white band. We want to direct them to www.makepovertyhistory.org.

Evidence

– MAKE POVERTY HISTORY
– NELSON MANDELA’S SPEECH TO TRAFALGAR SQUARE CROWD
BONO’S SPEECH TO LABOUR PARTY CONFERENCE
– ADRIAN LOVETT’S SPEECH TO TRAFALGAR SQUARE CROWD
– RICHARD CURTIS’ ARTICLE IN SUNDAY TIMES

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