With the election of a president opposed to the Iraq War, the Global Coalition for Peace wanted to create a campaign to reassert the importance of an immediate withdrawal from Iraq, while also building awareness of the organisation and its efforts. We came up with a simple and elegant outdoor campaign that focused on the spiralling cycle of war, reminding viewers that the violence perpetrated abroad will breed the hatred that fuels tomorrow's violence; that what goes around, comes around. To achieve peace, we must end the violence, and end the war in Iraq. Being a non-profit organisation, the Global Coalition for Peace had a limited budget, so we selected locations in New York and San Francisco with sympathetic viewers who were most likely to be motivated into direct action, either through volunteering or making donations. Support was overwhelming during the time that these pieces ran, with a significant increase in donations of both time and money.
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