#HarshTags
Amnesty International
Art Direction  |  Campaign  |  Research  |  Social
Crowbar Awards
Silver, 2016
Background
Hashtags are frequently used by millennials on their social media platforms, especially on Instagram. We decided to use some of these existing hashtags and portray it in a different light. #HarshTags is a provocative campaign that aims to counter the individualistic and narcissistic behaviour of millennials.It encourages the audience to reflect upon their priorities, and be more aware of the different issues regarding human rights. The strategy is to juxtapose popular hashtags against images of human rights victims to create a series of thought-provoking ads.
Phase One
Juxtaposed KV are accompanied by QR codes in OOH ad placements. This awareness phase allows for offline to online transition when communicating our message to viewers.
Phase Two
Upon scanning of QR code, viewers are brought to a microsite, where they can find out more about the campaign, as well as the various human rights issues they resonate with. This education phase allows users to click into individual issues and sign a petition with either their digital thumbprint, or an e-signature.
They are then prompted to share their contribution to their direct contacts, prompting more awareness, as well as traffic to the site.
Phase Three
As a online activation to spare awareness, Instagram’s hashtag mechanic provide outreach to our younger audiences. With every hashtag that the millennials upload relating to Amnesty International’s cause, a #Harshtags KV will be uploaded, with the same set or hastag tied to the millennial’s uploaded image.
Upon serching of hashtags, users will be startled by the ironic imagery which are tagged to these happy terms. They will be able to find out more about the campaign by clicking into the #HarshTags image and visiting the link in bio.
