The project
The Freedom and Fairness for Northern Cyprus campaign is working toward a two-station solution on the divided island of Cyprus. To mark the 50 year anniversary of ethnic division, which coincided with a change in government, the campaign needed to make an impact to raise awareness amongst new MPs and the wider policy field. A cross-channel campaign including an explainer video, landing page and HTML5 ads which were created to inform and promote advocacy of the complex issue on the island of Cyprus.
Creative process
Using an agreed narrative and script, a series of 3D map animations were used to bring the story to life interspersed with press footage that documented key historical moments. The campaign strategy aimed to distil the complex issue to successfully resonate with the intended audience by raising awareness, generating interest and promoting advocacy. The conversion stage included positive conversations with stakeholders (e.g. MPs, journalists), plus a more direct petition tool which was designed and developed to enable users to search for the MP in their constituency and send them an email urging them consider the issue.
Bespoke Illustrator vector maps of the region were converted into a 3D model using Blender, and animated in combination with After Effects before final edits were made in Premiere Pro.
Result
The campaign received a significant boost from the activity gaining over 6k page views and 1m impressions combined across social channels during the period.
