Amnesty ad compares arms trade to tsunami disasters

(Cross-posted at Osocio)


Oh, dear. Remember this fiasco?

Created by DDB Brazil for WWF Brazil, it ignited a firestorm of protest, which WWF's international office first disavowed, then admitted may have been the approved regionally. On this year's September 11th anniversary, Buzzfeed's Copyranter named it #1 in his list of "The Five Worst 9/11 Exploitation Ads".

You could say that it simply tells an inconvenient truth about inconsistent cultural attitudes towards tragedy and death. But that point would be made at the expense of causing further hurt to the families of the World Trade Centre attack, as well as to those deeply affected by it.

Now, strangely, the 2005 tsunami tragedy that is being exploited to make a point about war and the arms trade:

The ad is by TBWA, Paris, for Amnesty International.


This brings the saga of over-produced, tragedy-exploiting ads full circle: "an epic and tragic natural disaster killed more people than an infamous terrorist act, but the arms trade is even worse."

(Admittedly, it could also be a reference to the more recent Tōhoku earthquake and tsunami.)

Once again, creatives go for maximum impact to make one message of human loss at the cost of trivializing another. This kind of trade-off is a devil's bargain, in my opinion. It's all bad. You don't need to get into a comparison of which is worse. From my perspective this looks like lazy strategy and the elaborate (yet derivative) execution is blatant award-bait.

And I say this as a member of Amnesty. You can do better than this. You often do.


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Who you gonna call?

MADD Canada recently announced that it is partnering with the Royal Newfoundland Constabulary to take more impaired drivers off the roads by launching their "Campaign 911" in the province:



Launched three years ago, the campaign uses signs, billboards, public service announcements, postcards, bookmarks and other material to try to convince the driving public that it is appropriate to call the emergency number if you suspect someone is driving impaired.

According to MADD's press release:

"When MADD Canada started this program in 2007, there was a widespread public misperception that impaired driving was not an appropriate reason to call 911, that it was not a true emergency ... we are pleased to say that programs such as Campaign 911 are changing that. We are seeing more and more reports of impaired drivers being taken off the roads because concerned citizens called 911."

The following are the warning signs that good citizens are supposed to watch out for:

1. Driving unreasonably fast, slow or at an inconsistent speed
2. Drifting in and out of lanes
3. Tailgating and changing lanes frequently
4. Making exceptionally wide turns
5. Changing lanes or passing without sufficient clearance
6. Overshooting or stopping well before stop signs or stop lights
7. Disregarding signals and lights
8. Approaching signals or leaving intersections too quickly or slowly
9. Driving without headlights, failing to lower high beams or leaving turn signals on
10.Driving with windows open in cold or inclement weather

This gives me some concern. On one hand, I would and have called 911 in cases where I suspected another driver on the road was driving with extreme recklessness — drunk or otherwise. I hate impaired driving with a passion, and have dedicated myself to combating the issue both personally and professionally. (Once, after a call, the OPP had my pregnant wife and me tail a car all the way from Carleton Place to Ottawa!)

On the other hand, there are already a lot of people out there who abuse the 911 emergency service, and others who are self-styled "hall monitors" of the roads. I hate it when people tailgate, speed excessively, cut off other cars, fail to lower highbeams, etc. But only a few of them I suspect of impairment. Most are just asses.

And then there's "driving with windows open in cold or inclement weather". Have you ever driven with a smoker? This is standard operating procedure.

That said, there have been significant cases of 911 callers stopping drunk drivers — even on a bus!

And the campaign is working. In Calgary, where it was launched 5 months ago, the number of calls has jumped 60 percent — resulting in a seventeen per cent increase in impaired driving charges.

There was no information given on the increased cost to 911 resources, or the number of mistaken or spiteful calls. But it seems that police forces and municipalities are embracing the new culture of non-violent citizen vigilantism.

Hopefully, common sense will prevail. And they'll at least pull over to use their phones, lest they add to the dangerous driving statistics.

WWFTF?

I'm sure you've seen it by now. The DDB Brazil ad that got the WWF in trouble, even though they rejected it:



Headline: "The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it."

According to Adfreak, WWF has said the ad was "never authorized or approved by any WWF person on the planet", DDB has apologized (in Portuguese), and the creative team has been terminated.

We all make bad creative judgements once in a while, especially with the need to stand out among media overload, but these missteps are usually corrected in the boardroom (or at last resort) by someone on the client end.

This ad, however, was submitted to the One Show — and even won an "award of merit". (Don't look for it now, though. It's gone.)

So the the work of a creative team in one corner of the world ends up making the whole industry look bad, just because they thought their concept was too good to go into exile in the spec portfolio. Thanks, guys. Just when we were starting to be hated a little less than lawyers.