Ukrainian Publicis Groupe staffers voice Human Rights Foundation campaign
Voices and statements from Ukrainian Publicis Groupe employees have been used to create a three-part fundraising campaign for the Human Rights Foundation (HRF).
‘Voices from Inside’ was created by Publicis Groupe-owned agencies Le Truc and Leo Burnett Ukraine and includes a website, out-of-home (OOH) activations and an experimental video installation. The campaign has been launched to drive awareness, support and donations for the Ukraine Solidarity Fund – Operation Sunflower, HRF’s coalition of American and Ukrainian relief teams.
Publicis Groupe has placed billboards in Times Square
Publicis Groupe has 350 employees in Ukraine. The ad group has previously committed to paying Ukrainian salaries throughout 2022 alongside offering emergency training, security alert systems, information hotlines and dedicated support teams.
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“Every day, we are overwhelmed by news bulletins, reports and special investigations. It can be exhausting to sift through the facts, rumors, exaggerations and propaganda,” said Céline Boustani, president of the HRF. “This project lays bare the true cost of war and reveals the voices of people inside Ukraine who are suffering in silence.”
The experiential video is an interactive booth for attendees of the HRF’s Oslo Freedom Forum conference, which takes place later in the month. In the booth, attendees will hear the voices of Ukrainian Publicis employees and will be able to record their own messages of support. Messages will be cut into a film, which will then be shown on the main stage of the conference as part of the Ukrainian Minister of Foreign Affairs’ keynote speech.
For the OOH activations, Publicis Groupe has placed billboards in Times Square that feature copy such as ‘Give AF’ in front of the colors of the Ukrainian flag and a QR code that takes the public to a donation page, and a digital image of a destroyed building that asks passers-by to visit the HRF.org page.
Bastien Baumann, chief design officer at Publicis Group and founding partner at Le Truc, said it was important to bring awareness to the Ukrainian war in a fresh way “as the media often dictates the narrative,” making it hard to imagine what it feels like to experience war.
The team also worked with production outfits The Pub and Fancy House of Visual Effects.