A global campaign to raise awareness of the 60th anniversary of the Universal Declaration of Human Rights launches today, with an identity and design strategy by Start Creative.
The campaign, entitled ‘Every human has rights’, aims to pull together the efforts of a number of partner organisations including Amnesty International, Unicef, Action Aid and Save the Children.
Start creative director Jonathan Cummings explains that one of the key aims of the campaign, which will run for a year, is to gather a billion signatures, as a show of support for human rights, particularly in areas of the world where governments have a poor track record on human rights issues.
Start, which was appointed to the project two months ago without a pitch, has worked closely with Robert Campbell, creative director of charity Virgin Unite, which is supporting the campaign.
Start has created the branding for the campaign, as well as a website, www.theelders.org/humanrights, and a brand tool kit that can be used by partner organisations in the campaign.
The strapline, ‘Every human has rights’, has been devised by Campbell.
Darren Whittingham, co-founder and group executive creative director of Start says, ‘The importance of getting this message across to the world, and its potential impact, made it in many ways the most challenging piece of design we have ever undertaken.’
‘The campaign identity puts the emphasis on the main subject – human rights – and is hand-cut and screened printed [with typography by illustrator Rose Stallard]. The creative strategy we’ve used aims to challenge the statement “Every human has rights” through the use of a question mark illustrating human rights violations in specific territories. The execution is simple and straight to the point. We also created a bespoke font for the campaign that will be post-scripted into different languages,’ he adds.
The campaign is the brainchild of a group of global leaders, including Archbishop Desmond Tutu, Nelson Mandela, Graca Machel and former Irish president and United Nations high commissioner for human rights Mary Robinson, who came together earlier this year to form The Elders, with the common purpose of raising awareness of global human rights.
Start also designed the identity for The Elders in July this year.