Highlighting the resilience of survivors and supporters who are fighting to end torture for good.

 
 

  • Around the world, torture is still used to silence and destroy lives. Freedom from Torture is a charity seeking to attract a young and progressive audience to stand with survivors and fight for change.

  • We Won’t Stop is a joyful, spirited campaign that celebrates the journey that survivors have taken to heal, and that supporters are taking to end torture for good. It invites young progressives to join us as we carve out an optimistic future in which torture is no longer.

  • Creative Direction, Brand Strategy, Motion Design

 
 
 

Hero Film

We created a dynamic video, incorporating the voices of survivors, staff and ambassadors. We asked supporters and survivors to say “We won’t stop ‘till torture ends.” to create a short montage that captures the energy of the campaign.


As the lead motion designer, I formed an art direction that blends photography, art from survivors, low-fi video and music, woven together into a video that felt authentic and impactful.

 
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Digital & OOH

 

I produced engaging digital content that lived as video bumpers on YouTube and social graphics in various platforms. The creative was designed to push the charity’s visual identity in a new direction to appeal to young progressives. It draws on popular culture references and the repetition of upbeat lyrical phrases.

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  • We Won’t Stop pushed the limits of Freedom from Torture’s brand guidelines and the risk paid off — it allowed for the creative to express a different, more upbeat and motivational side of the brand which we learned anecdotally was attractive to our target audience.

    The campaign reached over 2.1M people online and was in front of thousands of young Londoners during the OOH period. These efforts, in addition to influencer outreach and organic word of mouth prompted over 1000 new supporters to sign up for the mailing list and begin their journey as FfT supporters.

  • Ravneet Bains

    Sara El Dabi

    Hassan Akkad

    Ericka Ubasa

 
 

Recognition

Lovie Awards

Bronze Winner in Advertising: Public Service and Activism, 2021 for We Won’t Stop

 
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