Art For Peace

  • Client:

    Unga wa Dola

  • Scope:

    OOH / Strategy / Production / Digital Marketing / Creative

Kitui Flour Mills is a flour milling company with over 30 years of experience in the industry. The company’s main goal has been to transform family meals and households, united and fortified by love, loyalty, sharing, and solidarity.

Challenge

Kenya being a bedrock of art something the vulnerable youth love, how could we use it as a tool to spread peace throughout the country as we edged closer to the 2017 elections.

Insight

Most Kenyan elections are marred by violence. Case in point 2007/2008 hit the country hard with over 1,100 people dead and over 650,000 displaced while 2013 claimed 477 lives and 118,000 displaced. Increase in violence had been strongly attributed to the negative vibe and hate mostly spread by the youth who make up of over 70% of the electorate. On social media, they openly expressed tribal and political rivalry. They were easy targets for violence perpetration and hate monger.

Solution

Art For Peace was born where we invited the Kenyan youth who are talented in design, visual, performance and applied arts to come together as peace ambassadors. We used Unga wa Dola social media pages to call upon the youth to submit their peace art pieces to the Art For Peace microsite www.artforpeace.co.ke Those who couldn’t share their art pieces shared a peace pledge on social media. A video posted on all our social assets led the audience to the microsite which showcased the diversity in culture and talent amongst the Kenyan youth.

Summary & Recognition

In 6 weeks we managed to rally the youth for a common cause; spreading peace throughout the country. We managed to get over 900 submissions, reached over 7 million people, over 51K website visits, and over 10 million free PR value.
The campaign was recognized by several awarding bodies;
Gold in Muse Awards
Gold and Silver African Cristal
Gold In APA Awards

Full Project Overview

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