March 6, 2014
Amnesty International Appoint Taylor Herring To Launch Global Rights Campaign.
LONDON, 6th March 2014: Amnesty International has engaged the creative brand communications agency Taylor Herring to launch their global ‘body rights’ campaign.
The two year ‘My Body, My Rights’ Campaign will focus on sexual and reproductive rights.
The aims of the campaign include ending discriminatory use of criminal law to regulate sexuality and reproduction, removing barriers to access to sexual and reproductive health services and information, and empowering people to claim and exercise their sexual and reproductive rights free from discrimination, coercion and violence.
Taylor Herring have devised the key creative for the launch and have built a global PR and marketing tool kit which includes picture, print and video assets which will be rolled out across Amnesty’s key international territories. The agency will also be overseeing the UK media relations around the launch.
Taylor Herring worked closely with Amnesty International’s communications team and the acclaimed Tokyo based artist Hikaru Cho (formerly known as Choo-San) to produce a series of hyper-realistic body artworks to bring five individual body rights to life.
The images were painted directly onto the bodies of participating models to create a lifelike 3D effect using only acrylic paint. Time lapse video footage of the artworks which were filmed in Tokyo will also be made available around the campaign launch.
20 year old Hikaru Cho is currently a second year student at Musashino Art University in Tokyo majoring in Visual Communication and Design, she completed the Amnesty commission whilst on a term break. Hikaru became an internet sensation in 2013 under her nickname ‘Choo-San’ for her ‘hyper-real’ body art which has featured widely in both British and international media titles.
Pete Mountstevens, Managing Partner at Taylor Herring is leading the campaign and says, ‘We are thrilled to be working with Amnesty, an organisation we greatly admire. Our creative is designed to engage a younger audience in a way that will stimulate discussion around the key campaign issues. Hikaru was perfect for the campaign and was able to address serious issues in a way that both informs and entertains.’
Joey Hasson from Amnesty International commented ‘Taylor Herring helped us give visual expression to a complex and controversial set of campaign issues to communicate to a global audience.”
Full set of images here – free for editorial use only