Challenge
Create an integrated social media campaign for the #UpForSchool petition - create the sense of urgency that would determine 25 million people to sign and remind the UN that children were promised equal education by the end of 2015.
Idea
The “X mark movement” – standing the signing of those who don’t know how to write.
As the X mark is the legally approved signature of illiterate people and also a sign of exclusion, our campaign aimed to make people experience the alienation that comes with lacking education and transform the resulting strong feelings into action.
A two stage execution: first, the launch in social media of X marked images of disfavoured categories to create controversy, followed by the reveal that those are actual signatures and invite people to sign the petition in order for these people to not be excluded in the future.
