Powerful New Amnesty Campaign Highlights the Syrian Plight This Christmas

"This started out and has remained as a passion project for the agency. We have all been shocked and affected by the very complicated, but incredibly inhumane situation in Syria. We had been working with Amnesty for a few months when we suggested a Christmas campaign to try to raise awareness. We have partnered with them to draw attention to the plight of the people of Syria and advocate for their human rights at a time when they face a very different Christmas to ours." That’s according to Rory Hamilton, Executive Creative Director and Partner at Dublin based advertising agency Boys and Girls talking about a powerful new piece of work that’s been a collaboration between some of Ireland’s best creative industry talent, all of whom have worked for no fee.

The central advertising idea is simple - to draw an immediate parallel between the White Christmas people in Ireland dream of and the unwanted White Christmas the people of Syria are suffering. One of the world’s best portrait photographers, James Day, has created his vision of the type of White Christmas that will be experienced by many Syrians. The characters in his compelling portraits are covered in the fine dust and ash of destruction that reflects the reality of the on-going situation.

With a tag line of “Not everyone dreams of a White Christmas” and a call to action from Amnesty International for the Irish public to join them to end human rights abuses in Syria, the campaign launches today running through Christmas week, into the New Year and comprises executions for press, digital and print media. All media has been negotiated for free by Mindshare Ireland with support from the media owners concerned.

In addition, several well-known actors including Andrew Scott of “Sherlock” and “James Bond” fame and Amy Huberman have voiced a series of radio commercials giving voice to harrowing stories from Syrians – these will air during the festive season. Meantime, plans are afoot for a broadcast on Facebook live from Syria during Christmas.

A 70 second film, featuring real footage from Syria, featuring a cover of White Christmas by Isla Roe with editing and grading by Windmill Lane, graphically illustrates the devastation and reality of a White Christmas in Syria - this will be launched online to rally support.

Credits

Creative Agency / Boys and Girls 

Business Director - Pat Stephenson 

Executive Creative Director - Rory Hamilton 

Creative Director - Laurence O'Byrne 

Senior Copywriter - Kris Clarkin

Art Director - Katie Kidd 

Design - Maxi McDonnell

Account Manager - Andrea Dalton Doran 

Agency Producer - Derek Doyle 

Senior Digital Strategist – Aoife Murphy

Head of Digital – Shane Casey

Agency Studio - Claire O'Reilly