Burma Campaign UK is launching a campaign that aims to use public awareness and media coverage of the natural disaster to highlight the political regime in Burma.
The campaign, created by Ogilvy Advertising, uses harrowing pictures of the damage caused by the cyclone, but aims to show that what has happened to the Burmese population for decades under military rule has been far worse. It has the strapline: “The real disaster in Burma is the government”.
It is designed to drive traffic to the Burma Campaign UK website where people can donate to support the organisation’s campaign for democracy in Burma. The group lobbies the UK Government and the European Union to increase political and economic pressure on the Burmese regime.
The agency has created a viral ad, as well as press ads and outdoor. The drive will continue throughout July. Media planning and buying is by MindShare.