Brand Experience and Activation > Use of Promo & Activation
SEE
NAGA DDB MALAYSIA, Selangor / KITA KAWAN MAH / 2014
Overview
Credits
OVERVIEW
ClientBriefOrObjective
Migrant/domestic workers and refugees in Malaysia are often seen as uncultured, uneducated, unrefined and ugly and thus treated like animals. Get Malaysians to see past their own prejudices and start seeing these people as fellow human beings deserving dignity and fair treatment.
Implementation
If Malaysians couldn't see beauty in the migrant/refugee communities, we thought of telling their stories through something related to beauty: the arts. So we engage the arts community to be the voices of the migrants/refugees by turning each face-to-face encounter into an original piece of art, whether it be through song, dance, painting, sculptor or whatever the artists chose to work with and then invite the public to come view the exhibitions/concert where we engaged the audiences live with these issues, asking them to be ambassadors of goodwill towards these communities via social media.
Outcome
We wanted people to talk about a subject that they normally won't talk about: the dignity and right-treatment of our migrant and refugee communities. We engaged our audiences on many levels: During the concert itself, where lively two-way conversations were taking place in between acts. Online, where audiences were asked to change their profiles to that of a migrant/refugee to stir curiosity and thus start conversations among their friends about this matter. And via the media, where we were given an hour on a 'Current Issue Special Report' on TV. We were also invited to continue this show in a popular shopping mall.
Relevancy
The creative execution was relevant to the audience we wanted to attract. There is arise in interest in anything to with the arts here. A social message in the form of an arts festival was meant to disarm an otherwise prejudiced crowd. Throughout the exhibition and the concert, the audiences were engaged in conversations about migrant abuse and human dignity. It is in this environment, sensitive conversations can we brought up without people being defensive.
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