In an attempt to relate to the younger generation, those who may be aware of Amnesty International but may not be too clear on what exactly they do, I produced two storyboards aimed at younger people. The solution is pretty simple, in order for people to take action they more likely than not need to feel like it's personal to them. However in the U.K. the kinds of crimes that are ongoing and almost 'normal' in countries like Africa and Saudi Arabia do not happen on the streets of the U.K. It is difficult to relate in order to feel like we need to get involved personally. The brief asked for a solution to 'taking injustice personally', leading to me making a link between something happening to someone else but directly affecting you which sparked the idea of voodoo dolls. Voodoo dolls are still used and believed in in various countries in Africa where crimes are committed on a daily basis.
Voodoo dolls are used and worshipped among a lot of people to this day. They typically resemble specific people and when pins are inserted into the voodoo doll it is thought that the person the doll is meant to represent will feel that pain directly. Thus a solution was born. In order for this campaign to be relatable to 18-25 year olds, the scenes of the advert had to be typical of that age group, walking to university, night out or a normal family meal time. The adverts will follow a teenager of African nationality and British nationality, doing the exact same thing, the only differences in the scenes will be that of culture.
A crime will be committed against the African teen, when punches are thrown against them the British teen will take the pain instead. The African teen will act like a real life voodoo doll in order for the British teenage to take it personally.
Solution two follows the exact same idea the only difference is the event taking place. An African family will be sat having a family meal that is traditional to their culture, as will a British family. The African family will experience a crime within their family home however the British family will take it personally. What happens to the African family will happen to the British family indirectly. No one will be invading the British family but they take the beatings as if they were.
