Red Cross campaign compares Chinese human right violations to olympic sports


Red Cross campaign compares Chinese human right violations to olympic sports

Odd Scouts has created a campaign for the Swedish youth Red Cross that is sure to piss off the Chinese (like the old Coke & Tibetan monks ad). In this campaign, pictures that show the police or military chasing, beating or even strangling protestors is marked with a small symbol explaining which olympic sport it is - like the 400 meter dash, wrestling, boxing and baseball.

The images carry the line "Arranging the Olympic games is not a human right. Continue the discussion at" which is the red cross youth site in Sweden.

Simon Brouwers at Red Cross youth in Sweden said to Resumé: "We know that it's a topic that concerns a lot of young people, and right now when China is hosting the Olympic games with one hand, and shutting down protests in Tibet with the other it was a perfect time to highlight the topic. The campaign is not anti-China, but pro human rights "

The campaign will run in donated media-space in newspapers and magazines, as well as on the web on community and youth sites - it's already had it's first appearance in a magazine called "Red Pages".

Ad agency: Odd Scouts
Creative: Martin dos Santos and Fredric Thunholm
Mats Thomasson, Planner
Ulrika Jakobsson, Production leader

Related Articles:

Follow-up from the Red Cross 07/16/2008: Red Cross Youth campaign for human rights

TBWA are two-faced, according to Chinese netheads.

Amnesty International - After the Olympics - print campaign, France

Update July 21 Red Cross campaign pulled..

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I'd like to point out that, this series of campaigns lack the basic accuracy and it is very unprofessional and embarrasing for the Red Cross and whatever agency that dealt with this project.

The police wearing blue uniforms were in fact Napalese not Chinese as the ads would indicate. I am astonished that such an obvious and almost arrogant error would have happened in a such an important ad campaign by the Red Cross... This would have extremely damaged the image of the organisation, dampend the message that they had tried to get across to the audience and most important and definitley lost a lot of confidence and trust from people in the Red Cross.

What an embarrasement...