The Work 2023 Contenders: DDB Group Hong Kong
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
Hagar International: Unbroken
DDB Group Hong Kong
50 million people are victims of modern slavery globally. Of the 50 million, 36 million are women, with only 0.2% of survivors getting the long-term help they need to restore their lives.
Hagar International, a growing non-profit anti-slavery organisation dedicated to helping women survivors, needed to show affluent donors how their contributions can make all the difference in helping women through their journey.
This campaign shines a light on the time and effort required to fully integrate these women survivors back into society.
We created a shattered sculpture made in the likeness of a real survivor, and slowly but meticulously pieced it back together using the art of Kintsugi. The golden joins symbolised the survivors’ renewed hope and purpose, showing that thanks to Hagar’s support system, they remained unbroken.
To engage our audience of affluent donors directly, we sent them a Kintsugi toolkit, featuring pieces from the broken bust. We then invited these potential donors to our Kintsugi workshops to further connect them with the survivors’ stories and provide more details around Hagar’s recovery efforts.
The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email adam@campaignbrief.com.