THE TOTAL RECOVERY CAMPAIGN
During lockdown, on 8th May this year, In a bid to counter balance the stream of frightening statistics and depressing news around Covid, Creative Conscience, along with trustee Nicole Yershon and industry partners, launched a short, sharp brief for creative students worldwide.
Set with a deadline of just three days, students were asked for positive campaign ideas that could bring HOPE and HELP in a world gripped by fear and uncertainty — a piece of positive creative activism, giving real hope to humanity.
The winning idea would be shown live on digital billboards in top locations.
The winning idea ‘DEFEATED’ was submitted by recent Leeds Arts University advertising graduate Megan Williams. Williams says ‘I took part because I’m really interested in using my creative superpowers for good and building positive impact.’ The concept uses live data drawn directly from Johns Hopkins University, the CDC, and WHO, and combines this with a message cleverly spelling out "DEFEATED" - sharing with the world a more uplifting message about the millions of people who have recovered from the virus, against the mainstream obsession with death and gloom.
The project was taken on, crafted and produced by Creative Conscience, and in collaboration with Voodooh, Broadsign, L&Co, and inspired by Orb, the campaign was successfully launched.
By early June, the campaign was showing in Ireland and has since spread to several continents - most recently embraced by Primedia Outdoor and broadcast across Southern Africa, and Foxpoint in the US, where the campaign is being broadcast across New York’s iconic Times Square.
The campaign has now extended into Nigeria, Lesotho and Namibia, our 100% dynamic "DE-FEATED: Covid Recovery outdoor campaign continues to be adopted by media owners around the world, bringing much-needed hope.
Encouraging brave thinking and building positive change in the world is at the heart of Creative Conscience’s mission, especially encouraging and supporting young creatives to become the change makers the world needs. One of the ways they achieve this is through their annual awards scheme, aimed at students and recent graduates, it searches for exciting projects focusing on social or environmental impact.
Beyond the awards, Creative Conscience helps to bring the brightest and most imaginable projects to life by connecting winning students with creative industry experts, helping to create real, tangible impact in the world.
Find out more here.