LONDON & GENEVA & NEW YORK--()--Lowe and Partners has been appointed to create a global digital and social media campaign for the United Nations to promote Human Rights Day 2011, which takes place around the world on December 10. This will be the first time the UN Human Rights Office has used social media in their celebration of Human Rights Day.
The campaign idea originates from Lowe Bangkok, supported by Lowe Deutsch NY and Lowe and Partners London. The network is partnering with Fantasy Interactive, the global digital agency, appointed to co-create the digital and social media campaign – which is designed to inform, connect, engage, celebrate and share – and be accessible to all ages and nationalities.
“Celebrate Human Rights Day” will be revealed at a UN Press Conference on December 2nd in Geneva, by Lowe Chairman, Tony Wright and Navi Pillay, UN High Commissioner for Human Rights.
Navi Pillay, UN High Commissioner for Human Rights, said: “Thanks to hundreds of thousands of brave people, armed only with words and ideals, 2011 became the year of human rights, in a way we could never have imagined 12 months ago. They took to the streets and squares, and to the social media highways, and demanded change. They used the Internet and instant messaging to inform, inspire and mobilize supporters to seek the basic human rights to which we are all entitled. For this reason, launching a digital campaign with the help of Lowe and Partners and Fantasy Interactive for this year’s Human Rights Day is an appropriate way not only to celebrate the passing of an extraordinary year, but also to look forward to an exciting and hopefully brighter future, where everyone’s rights are understood and respected.”
Tony Wright, Chairman of Lowe and Partners, added: “2011 has been a year like no other, with world events and social revolution throwing human rights issues into sharp focus time and again – all played out on the Internet. The UN Human Rights team’s decision to leverage digital and social media reflects their understanding of how vital the Internet’s influence is and they are embracing its power – reminding us to get involved and stay involved. We are very proud to work with them on this campaign.”
David Martin, CEO of Fantasy Interactive, noted: “As a digital agency, we’ve always understood, respected, supported and encouraged the use of digital and social media to bring products, brands and, in this case, social causes to life. Using the Internet and social media as tools for social change is a very powerful message. It says very clearly – digital and social causes should stand and work side-by-side with each other to make the world a better place. Not only does it make us feel especially proud and honored to work with the UN on this project, but it also reaffirms our passion and love for what we do. I am certain this will spark a whole new approach to civic engagement and community involvement.”
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