TBWA promotes UN ceasefire day

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

Washington.



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 world.



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

language."



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

practical thing."



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