Oppression Offset

Creative idea

Some of Swedes’ most popular holiday destinations are autocratic countries. Despite annually contributing €164 million to dictators, Swedes prioritize human rights in public opinion. We had to expose this double standard. We created a campaign to spotlight the broader impacts of travel, transcending more common issues like carbon concerns. The idea was to spark a debate and dial up the urgency, making people realize that oppression hits closer to home than they think. We created an interactive tool based on a unique algorithm that allowed travelers to calculate their “Oppression Offset” - a new take on the established “carbon offset”.

Brand name: Civil Rights Defenders
Advertiser / client: Civil Rights Defenders
Product / service: Oppression Offset
Campaign name: Oppression Offset
Agency network: MCCANN WORLDGROUP
Agency: Prime Weber Shandwick, Stockholm
Additional company: Civil Rights Defenders, Powell Tate
Web address: https://crd.org/oppression-offset/
Creative director: Petter Lublin
Copywriter: Inez Härneman; Jonas Axelson Fisk
Designer: Kalle Matsson; Åsa Skyttle
Account director (agency): Hanna Dahlborg, Key Account Manager; Ella Stork, Project Manager
Media director: Daniel Wahlström, Senior Media Specialist
Strategic planner / strategist: Jonathan Gustafsson, Junior Strategist
Senior planner: Lisa Ström, Planner
Additional company: CRD: Mikael Ehrlington, Marketing & Campaign Lead; Anna Magnard, Head of Fundraising; Catrin Söderberg, Strategic Comms Manager; Emmy Blad Jokinen, Strategic Digital Comms Officer; Erik Helldén, MO; Amanda Törnblom, Donor Success Officer