AY&R with a committed campaign for humane working conditions
The Zurich-based agency Advico Young & Rubicam is calling for more humanity. In a powerful campaign for Bread for All/Lent Relief (Bfa/Fo), AY&R highlights the global exploitation of people as cheap or even unpaid labor.
The Zurich agency Advico Young & Rubicam is calling for more humanity. In an impressive campaign for Bread for All/Fastenopfer (Bfa/Fo), AY&R addresses the global exploitation of people as cheap or even unpaid labor.
According to the agency's media release, humanity plays no role for the exploiters. Millions of people are treated like commodities to be done with as they please. This is portrayed in the campaign just as cruelly as the reality for those affected. The four motifs show workers as dolls in packaging and the captions give an idea of what people go through. Features such as "Work until you drop" or "Can be fired at any time" are economic advantages from the perspective of the exploiters. The headline contradicts this rigorously and makes Bfa/Fo's stance unmistakably clear: with the appeal "People are not commodities", like-minded people are called upon to donate money that can be used to alleviate such grievances.
The campaign started at the beginning of October as part of the project work in the parishes with posters, postcards and advertisements in weekly titles and in the campaign magazine. Further advertisements will follow during Lent in March 2007.
According to the agency's media release, humanity plays no role for the exploiters. Millions of people are treated like commodities to be done with as they please. This is portrayed in the campaign just as cruelly as the reality for those affected. The four motifs show workers as dolls in packaging and the captions give an idea of what people go through. Features such as "Work until you drop" or "Can be fired at any time" are economic advantages from the perspective of the exploiters. The headline contradicts this rigorously and makes Bfa/Fo's stance unmistakably clear: with the appeal "People are not commodities", like-minded people are called upon to donate money that can be used to alleviate such grievances.
The campaign started at the beginning of October as part of the project work in the parishes with posters, postcards and advertisements in weekly titles and in the campaign magazine. Further advertisements will follow during Lent in March 2007.
