TWITTER REFUGEES WINS AT D&AD AND ONE SHOW
NATIVE VML rounded off a historic week on the International award show front, taking home a Wood Pencil at the 55th D&AD Festival and a Bronze at the prestigious One Show for its award winning twitter campaign @A_Human_Crisis. The campaign won in the 'Use of Social Media 'and 'Branded Social Post Real Time Response' categories respectively.
2016 saw NATIVE VML take the opportunity to create a healthy conversation on social media about the dehumanising connotations of the word refugee to remind the world that these people are human beings with real fears, hopes and dreams.
The agency partnered with PASSOP (People against Suffering, Oppression and Poverty), a community-based, grassroots non-profit organisation devoted to protecting and promoting the rights of asylum seekers and immigrants, to bring the campaign to life. "We built a Twitter bot with one simple function, to find tweets that use the word "refugee", replace it with the phrase "human being" and then retweet the revised tweet back to the original Twitter handle that posted the tweet," explains Ryan McManus, ECD NATIVE VML.
The campaign has become one of NATIVE VML's most awarded yet having received Gold awards at Bookmarks and Loeries as well as Silver at Cannes Lions.
"We strive to do work that has a purpose, that inspires us, and that represents what we believe in as individuals and as an agency. We are delighted to have received a D&AD Pencil and bronze at One Show to add to this campaign's list of accolades," concludes Jason Xenopoulos, CEO NATIVE VML.
Follow the conversation on twitter @A_Human_Crisis