The TBWA network is rolling out a campaign to promote a United
Nations-backed global ceasefire day, despite the war footing being
promoted by the British and US governments after last week's atrocities
in the US.
The United Nations International Day of Peace was unanimously ratified
by the organisation's general assembly in a vote on 7 September, less
than five days before the suicide attacks on New York and
The formal establishment of the global ceasefire day represented the
culmination of two years of work by the British filmmaker Jeremy Gilley,
who launched the project, known as Peace One Day, in September 1999.
The UN vote fixes 21 September 2002 as the first annual day of peace,
kicking off a 365-day campaign to push for a cessation of hostilities on
that date. TBWA/London has produced a poster execution promoting the
ceasefire, which will be adapted to local markets by TBWA offices around
The ad shows two hands, one held in the shape of a gun, with the other
clamped over the muzzle. Copy to accompany the image will be developed
by creative directors in different territories.
TBWA/London's chairman and creative director, Trevor Beattie, who
developed the poster with the art director Trevor Mill, said the image
was chosen to be easily performed by children around the world. "We want
it to be a symbol," he said. "This is something that you can get in any
The campaign will be reliant on client companies donating portions of
their media schedule across a planned 70 countries worldwide in a
similar style to the Unicef campaign, which declared a charter of
children's rights, which TBWA launched earlier this year.
Gilley insisted the campaign must go forward despite the existing
international climate. "I don't think you can give up," he said. "We
might be at war in three days' time but do we postpone this until there
are no wars? Now more than ever we have to continue."
The Peace One Day concept has received the backing of both government
organisations and charities.
"It's not just about ending fighting but what can be done on that day,"
Beattie said. "Health groups are saying that we can inoculate children
and bring in medical supplies. It's not just a moral stand but a