ActiveWatch - My Answer is No


Campaign: My Answer is No
Brand: ActiveWatch
Client: ActiveWatch
Submitted by: FCB Bucharest


Background/objectives: On the background of many irresponsible discriminatory declarations made by public figures across the time and the lack of response from the public opinion, in 2015, ActiveWatch decided to step in and raise awareness on the matter, encouraging the public to take a stand, through the first communication campaign on the hate speech matter.

Strategy: In order to involve people and create them the feeling of being part of something, we created a website – - where they could join the cause buy pushing a virtual red button that was counting down all the disapproval votes. Also, the page was populated every day with video testimonials of endorsers from very many different areas (fashion, politics, TV stars, journalists) who were showing their support to the cause and highlighting their disapproval on the matter.

Results: The campaign proved to be a success, raising awareness and generating discussion on the topic of hate speech by offering people a channel and a context to participate.


Endorsers video

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