Free Zimbabwe Friend Request campaign


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 “deny” 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 aren’t a part of the solution, you’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&AD’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


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