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Not a Bug Splat

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2015

Since 2004, drone strikes in Pakistan have killed over 1,000 innocent civilians. Including more than 200 children. The Foundation for Fundamental Rights has been working to raise awareness of this crisis and bring about a change in policy. Drone pilots refer to human casualties as 'bug splats'. Impact BBDO Lahore showed the pilots their victim's face. A large 90 x 60 foot poster was laid out in northwest Pakistan, something drone cameras would be sure to see. The image was the face of an affected child, and was transmitted to pilots' monitors, thousands of miles away. With over 3.5 billion impressions amounting to $182 million in earned media, the campaign contributed to a change in policy that has seen drone-related innocent civilian and child deaths brought down to almost zero.

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