This digital campaign, conceptualised by Ireland Davenport and built by Buynary, raised awareness for the organisation Free Zimbabwe and the plight of the country as a whole.
To grab people’s attention they sent out personalised Facebook friend requests from Robert Mugabe. Those who received the request were given the option of accepting or denying. Upon clicking the â€śdenyâ€ť button, they were taken through to a Facebook page, where they had the chance to sign worldwide digital petitions for free and fair elections in Zimbabwe.
There was also an option to forward a personalised friend request from Robert Mugabe on to your friends.
The campaign spread the message that if you arenâ€™t a part of the solution, youâ€™re a part of the problem, and may as well be friends with Robert Mugabe.
Ireland Davenport has been nominated for a Yellow Pencil in the D&ADâ€™s 2012 Direct Response/Digital category, a first for a South African agency.
Agencies – Ireland Davenport and Buynary
Art Director – JP de Villiers
Copywriter – Jenna Smith