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24 June 2002 The Federation has named the Brazilian advertising agency Master as the winner of the IFRC Dove Award. The prize, given in recognition of Master's outstanding contribution to the worldwide advertising community initiative against discrimination, was awarded during the prestigious Cannes Lions advertising awards. The annual Lions, which have just wrapped up, are the advertising industry equivalent of the Cannes film festival. "Master's work is a powerful contribution in the fight against discrimination," says Chris Sorek, Federation head of communication, who awarded the prize. "This advertising initiative shows that fighting discrimination is not just the work of organizations like the Red Cross and Red Crescent." The winning entry, one of hundreds submitted by advertising professionals around the world, is called West/East – both sides of intolerance and was created by Marcos Rene, Patricia Papp and Luiz Trevisani in Brazil. The image, depicts the face of two women, cheek to cheek, one with her eyes covered, the other with her eyes uncovered. Under the theme of tolerance, it shows that what we believe about each other across the West/East divide is often based on an unwillingness to really find out about each other. The award is part of ACT – Advertising Community Together, advertising professionals' initiative to reduce all forms of discrimination through their creativity and talent. ACT was launched by AdForum.com, the global advertising industry portal, working with the Federation, in response to the attacks on New York and Washington on 11 September 2002. Its goal was to offer a way to the worldwide advertising community to express their solidarity with the victims of the attacks and calling for greater global tolerance by donating their work. "Our idea is to mobilize the worldwide advertising community to use its main strength, the power of persuasion" says Hervé de Clerck, head of AdForum.com. During the first days following the attacks, advertising creatives from all around the world responded to this initiative by sending campaigns. Since then, hundreds of creative works have been received from agencies in 30 countries. "The communications industry plays a critical role in forming opinions," says Federation Secretary General Didier Cherpitel. "The campaigns produced for ACT have brought to light the issues that need to be addressed in a way that could only come from people from the advertising industry. Participants have made people take notice, helped change attitudes and correct misconceptions." ACT campaigns have been exhibited in Paris and New York. The next exhibition is scheduled for Chile. Related Links: adforum.com |
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