2013 Results

CAT 28 - Public Relations (PR)

SILVER

HAVAS PARIS (FRANCE)

Les Restaurants Du Coeur, The Airfood Project: "The Airfood Project"28-02570-PR
 

Agency (& City): HAVAS PARIS (PUTEAUX)

Creative Director(s): CHRISTOPHE COFFRE

Copywriter(s): GUILLAUME BLANC

Art Director(s): FLORIAN ROUSSEL

Production Company (& City): STINK

Film Director(s): NATHAN BESSE

Production Company Producer(s): GREG PANTEIX

Agency Producer(s): CAMILLE BLOW

TV Producer: VIRGINIE MELDENER

Short explanation

We organized a stunt event in restaurants around Europe. People pretended to eat from empty plates for the duration of a meal, before serving their fellow diners the message: “In a year’s time, 18 million Europeans won’t be pretending. Say NO to the withdrawal of European food aid.” We’ve posted the video on social networks et created a support site where people could sign a petition, send tweets to the politicians and send their own video of airfooding.

Description

In September 2012 the vote in favour of the european food ai dis endengered in the forthcominge European Council. To put pressure on the European Leaders we had to ensure public envolvement all over Europe.
We organized a stunt event in restaurants around Europe. People pretended to eat from empty plates for the duration of a meal, before serving their fellow diners the message: “In a year’s time, 18 million Europeans won’t be pretending. Say NO to the withdrawal of European food aid.”
We’ve posted the video on social networks et created a support site where people could sign a petition, send tweets to the politicians and send their own video of airfooding.

The support was massive :

10 417 Facebook fans
+ 500 000 view
+ 64 900 signatures
+ 7940 tweets to the politicians
Hundreds of vidéos generated by people to support the cause
More than 50 impromptu airfood flashmobs in many places in Europe
An exceptional free media coverage equivalent to a €1.5-million media plan.

Our cause was supported by politicians all the way up to the French president, who defended food aid in the European Parliament. It voted in favour of an annual budget of €300 million in food aid.

It's a PR campaign because , thanks to the social networks and new media , its allows citizens's mobilisation to put pressur and influence the politics. We created strong links between citizens, charitable institutions but also with the politicians who joined the movement.