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Friend Request

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Response/Digital / 2012

To solicit signatures to bring free elections to Zimbabwe, we sent out personalised friend requests from ‘Robert Mugabe’. The requests looked like regular Facebook notifications, giving recipients the option to accept or deny. Upon clicking deny, they were taken to a Facebook page where they could sign a petition for free elections in Zimbabwe, read about the goals of the campaign and help it to go viral by sending their own personalised requests. This campaign highlighted the fact that if you aren’t a part of the solution, you’re a part of the problem, and may as well be friends with Mugabe.

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