Avocats Sans Frontieres is an international NGO specialised in defending human rights and supporting justice.
ASF intervenes in countries where human rights are not respected, where political violence and armed conflict reign, and where legal rules are flouted. Justice in those countries, too often arbitrary, does not guarantee the security of the population. Conflicts are not satisfactorily resolved before the local courts. People whose rights have been abused tend to resort to vigilante justice, which evolves into the law of the strongest or richest, and contributes to a climate of violence.
The needs of the population in the field of justice are enormous. Their legal systems are unable, or unwilling, to respond effectively to their expectations with respect to human rights.
CROSSROADS – the road to justice
To design and implement a full communications plan for Avocats Sans Frontieres’ CROSSROADS project.
To create a global communications plan across multiple platforms, targeting a global audience of sympathisers of international justice.
Universal produced a mini-documentary communicating the efforts of ASF in Nepal, and also two television commercials. An international TV campaign (with Europe as a primary focus) was planned and broadcast around World Human Rights Day and International Criminal Justice Day 2014 & 2015. With the assistance of ACT! responsible, we also secured additional free exposure for the project during peak viewing times on Euronews. Universal also designed and launched a website to support their campaign titled “Crossroads” (www.roadtojustice.eu), and managed social media for ASF during the course of the campaign. The Crossroads project was nominated for the EU’s Development Aid Communication Award 2016.