A global campaign to raise awareness of the 60th anniversary of the Universal Declaration of Human Rights launched this week, with an identity and design strategy by Start Creative.
Design Week reported: Start creative director Jonathan Cummings explains that one of the key aims of the campaign, which will run for a year, is to gather a billion signatures, as a show of support for human rights, particularly in areas of the world where governments have a poor track record on human rights issues. Appointed to the project two months ago without a pitch, Start worked closely with Robert Campbell, creative director of supporting charity Virgin Unite. Start created the branding for the campaign, a website TheElders.org, and a brand tool kit that can be used by partner organisations in the campaign.
The campaign identity puts the emphasis on the main subject, human rights, and is hand-cut and screened printed, with typography by illustrator Rose Stallard.
The campaign is the brainchild of a group of global leaders, including Archbishop Desmond Tutu, Nelson Mandela, Graca Machel and former Irish president and United Nations high commissioner for human rights Mary Robinson, who came together earlier this year to form The Elders, with the common purpose of raising awareness of global human rights.