The Afghan Women’s Organization (AWO), a non-profit organization in Canada that helps more than 100 landed immigrations and refugees per month has a new ad campaign to build awareness around the services it offers.
Produced by Someplace Nice and directed by Sean McBride, the 15-second spots “Wellness Café”, “Job Skills” and “Literacy” showcase different facets of AWO’s services using simple yet powerful imagery of Afghan women supporting newly arrived Canadians.
The ads are shot in a single take and uses staging inspired by live theatre to show community-based solutions to challenges faced by newly arrived refugees.
Each spot features a character sitting alone in a room – an older woman, a seven-year-old boy and his mother and a young woman – grappling with a problem when a group of Afghan women arrive and transform the space into a welcoming and nurturing environment. They began airing on April 1st, 2017 and will broadcast through December 31st, 2017.
DIVERGE talked to Simon Craig, Partner/Creative Directors at send+receive to find out more:
Where did the idea for this campaign come from?
The notion that the volunteers at the Afghan Women’s Association offer a “helping hand” was clear to us. A literal demonstration of this fact, with these women physically offering their assistance was a compelling way to bring it to life, clearly and simply. Of course, we were aware that we had to keep it simple, especially as our target was a diverse group. Many were non-native English speakers, or didn’t speak the language at all.
What was the filming process like?
The filming process was 1. Quick and 2. Inspiring. We used some of the actual volunteers at the AWO as our performers, so everyone was very invested in the action they were bringing to life. In fact, some of them had been in the same situations that we were dramatizing, prior to getting help from the organization themselves. It was very exciting to see it come to life with such intention and simplicity. We shot everything in a single day and at a single location, so there was no chance to overthink it.
Was this a probono project?
It was, but it wasn’t one of those run-away-and-do-whatever-we-want type pro-bono clients. We worked in lock-step with the AWO to ensure we were really communicating what they do and the need they fill, to make sure they got the most of out the communication.
Why is their work significant?
The AWO’s work is so significant because the learning curve of another country and culture is so steep. Canada is an open society, but changing everything about the way you live is hard. Making sure people are comfortable and contributing in society is huge for both the individual, and the country.
When and where will the ads air?
They’re going to run on CBC, our national broadcaster, and on OMNI, our multicultural broadcast system.
ADVERTISER
ADVERTISER: Afghan Women’s Organization
CREATIVE AGENCY
CREATIVE DIRECTOR: JP Gravina, Simon Craig
PRODUCER: Sam Benson
CREATIVE AGENCY: send+receive
OFFLINE
EDITOR: Cam Lasovich
EDIT COMPANY: Saints Editorial
PRODUCER: Sara Windrim
POST PRODUCTION / VFX
FLAME: Steve McGregor
COLOURIST: Tricia Hagoriles
PRODUCER: Caitlin Schooley
POST PRODUCTION HOUSE: Alter Ego
PRODUCTION COMPANY
EXECUTIVE PRODUCER: Chilo Fletcher
DOP: Andy Ferreira
DIRECTOR: Sean McBride
CASTING DIRECTOR: Shasta Lutz @ Jigsaw Casting
PRODUCTION COMPANY: Someplace Nice
LINE PRODUCER: Jennifer Walker
