The International Committee of the Red Cross (ICRC)’s new campaign illustrates the terrifying human cost of ignoring the Geneva Conventions and aims to raise awareness of international humanitarian law.
The film was created in collaboration with global marketing and technology agency DigitasLBi and customer engagement agency Kitcatt Nohr. The film is being distributed via the global content platform UNILAD, with additional activity on Facebook and other social channels in key global territories.
DIVERGE talked to Enrique Mestre, Marketing Manager at the International Committee of the Red Cross:
Where did the idea of this video/campaign come from?
We are very concerned by the fact that attacks on humanitarian convoys, bombings of hospitals and the use of rape as a strategy of war are becoming “the new normal”. With the continuous stream of images showing a world that’s burning. the public is confused as to what the rules of war are. Additionally, there is a worrisome rhetoric gaining traction, according to which the rules of war are not useful anymore. For all these reasons, we felt it was critical to remind a wide audience that these rules exist, and that they are as valid today as ever.
Why was it so important to be a part of this project?
We generally talk to States, to armies and armed groups, and to academic circles. This video is for us a wonderful opportunity to address and engage a general public, people who care, but who do not necessarily have an opportunity to look into the rules protecting civilians in armed conflicts.
How important was it to include diversity in this campaign?
Diversity was extremely important. We work in over 80 countries around the world, on behalf of victims of conflict and violence, ordinary people who are a perfect cross-section of any society. They had to be represented somehow in this campaign.
How has the campaign been received?
A week after we launched, we already have had over 2 million views, radio and TV stations have carried the spot, while influential personalities have retweeted it.
What feedback have you gotten from the campaign?
We have received very positive feedback from media professionals and fellow humanitarian workers. as well as challenging questions from some members of the general public. We welcome the latter, as it gives us the opportunity to engage with precisely the type of audience who was perhaps not very aware of ICRC’s mandate and activities.
What is the best part of the campaign?
The best part of the campaign is to use a language that is perfectly adapted to the users of digital platforms, and thereby attract and engage a wider audience than usual.
What is the mission of this campaign?
We want people to stop for a minute and think about the fact that even wars have rules, and that if these rules are not respected, we all lose. Even if we are fortunate enough to live in comfort in a country at peace. We want everyone to think of this common humanity that we all share with those at the receiving end of the bombs. And we want people to click on the link at the end of the video www.therulesofwar.org to learn more about the Geneva Conventions.
Additional thoughts?
Establishing a dialogue with the public is an important objective of our campaign. Yesterday we hosted a Facebook Live session with our top legal expert, Helen Durham, during which she answered questions on what the Geneva Conventions do to limit the horrors of what human beings can inflict on each other.
