Peace Direct: Peace Starts Here campaign

Peace Direct: Peace Starts
Here campaign

Agency: Neo
My role: Senior designer, working with creative strategist, lead designer and production designer 
Copyright: Neo Creative Limited 2023

Peace Direct aimed to launch an unprecedented campaign highlighting the often overlooked and undervalued efforts of local peacebuilders. These individuals frequently face challenges in securing adequate funding due to credibility concerns and issues with financial accountability. Larger organisations and governments tend to favour larger NGOs, neglecting smaller, yet impactful, local peacebuilders.

In a global appeal, Peace Direct invited local peacebuilders to join forces for a collaborative campaign. Over 600 individuals applied, with 10 selected to participate. Once the group was formed, we were engaged to co-create the campaign strategy, develop the narrative, and design the visual approach.

We engaged deeply with the participants, asking probing questions to fully grasp the challenges they faced and to devise effective solutions. The resulting initiative, "Peace Starts Here," emphasises the individual, the community, and personal responsibility. The narrative prominently features the personal stories of these peacebuilders, addressing their challenges head-on and proposing actionable steps for change that resonate with their experiences.

Agency: Neo
My role: Senior designer, working with creative strategist, lead designer and production designer 
Copyright: Neo Creative Limited 2023

Peace Direct aimed to launch an unprecedented campaign highlighting the often overlooked and undervalued efforts of local peacebuilders. These individuals frequently face challenges in securing adequate funding due to credibility concerns and issues with financial accountability. Larger organisations and governments tend to favour larger NGOs, neglecting smaller, yet impactful, local peacebuilders.

In a global appeal, Peace Direct invited local peacebuilders to join forces for a collaborative campaign. Over 600 individuals applied, with 10 selected to participate. Once the group was formed, we were engaged to co-create the campaign strategy, develop the narrative, and design the visual approach.

We engaged deeply with the participants, asking probing questions to fully grasp the challenges they faced and to devise effective solutions. The resulting initiative, "Peace Starts Here," emphasises the individual, the community, and personal responsibility. The narrative prominently features the personal stories of these peacebuilders, addressing their challenges head-on and proposing actionable steps for change that resonate with their experiences.

Working with 10 people located in 9 different countries with 10 unique views on local peacbuilding efforts was humbling, educational and inspiring. Even though Peace Direct were our client partner the peacebuilders were our extended team.

We created a campaign strategy, a narrative, a visual approach, digital assets and a website plus supporting materials. We proposed an international day for local peacebuilders. We worked across print, digital and animation.

Inspiration

‘A location marker inspired by the sunrise: a constant natural force that emerges from the ground up and shines a light on every community around the world. Symbolising the irrepressible energy and irrefutable truths of local peacebuilders and their communities.

It signals a shift in power, rising from the grassroots. Every peacebuilding voice amplified, every peacebuilding effort recognised. It feels energising, assertive, celebratory and bold. It points to a new beginning for peacebuilding and a new hope for humanity.’
Kelly Smith, Creative Strategist

View campaign website NB built by another web agency

Peace starts here – campaign guidelines – V1.42
Peace starts here – campaign guidelines – V1.44
Peace starts here – campaign guidelines – V1.421
Peace starts here – campaign guidelines – V1.49
Peace starts here – campaign guidelines – V15
Screenshot 2024-04-02 at 20.19.18

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Let's chat. You can reach me by email at rachel@ganeshwaran.com

© Copyright 2024 Rachel Ganeshwaran Design Studio 

Let's chat. You can reach me by email at rachel@ganeshwaran.com

© Copyright 2024 Rachel Ganeshwaran Design Studio