McCann Erickson Thailand’s ECD Philip Rowell has created a touching campaign for Catholic Alliance of Singapore, which speaks out against the Burma boycott.
“It seemed to be becoming fashionable to say ‘stay out of Burma.’ But on my travels in Burma - and the border regions of Thailand, where many Burmese refugees end up - I didn’t meet a single Burmese, in the tourism industry or otherwise, in favour of a boycott,” said Rowell. He observes that people were fleeing the country from poverty, rather than oppression.
“It seemed to be becoming fashionable to say ‘stay out of Burma.’ But on my travels in Burma - and the border regions of Thailand, where many Burmese refugees end up - I didn’t meet a single Burmese, in the tourism industry or otherwise, in favour of a boycott,” said Rowell. He observes that people were fleeing the country from poverty, rather than oppression.
The project intends to give ‘a voice to the Burmese people themselves‘ and invite anyone who disagrees with the Burma boycott to pass on the message.
The campaign was initially posted on Rowell’s blog, recording a hit rate of 176,000, and forwarded more than 84,000 times. Then the Catholic Alliance bought the right to Rowell’s work and published it in various church publications. “It’s on a small scale, in truth, but it’s a beginning - and hopefully the snowball will keep rolling from there,” Rowell said.
The Catholic Alliance of Singapore is an aid group which operates in Burma.
.jpg)
.jpg)
.jpg)
.jpg)
Credits:
Project The 48 Million
Client Catholic Alliance of Singapore
Creative agency McCann Erickson, Thailand
Executive creative director Philip Rowell
Copywriter Philip Rowell
Art director Christo Tchobanov
Exposure Print, online
