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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 RKUF.se" 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
Follow-up from the Red Cross 07/16/2008: Red Cross Youth campaign for human rights
Update July 21 Red Cross campaign pulled..