{"id":16318,"date":"2023-03-14T18:25:40","date_gmt":"2023-03-14T18:25:40","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16318"},"modified":"2023-03-14T18:27:41","modified_gmt":"2023-03-14T18:27:41","slug":"vccp-joins-change-the-brief-%ef%bf%bc","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/mar\/vccp-joins-change-the-brief-%ef%bf%bc","title":{"rendered":"VCCP joins #ChangeTheBrief\ufffc"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-ZDqyV7 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><span style=\"font-weight: 400\">Here at VCCP we are delighted to have joined the <\/span><a href=\"https:\/\/www.changethebrief.org\/\"><span style=\"font-weight: 400\">#ChangeTheBrief<\/span><\/a><span style=\"font-weight: 400\"> Alliance.<\/span><\/p>\n<p style=\"text-align: left\"><b>#ChangeTheBrief<\/b> <b>Alliance<\/b><span style=\"font-weight: 400\"> is a not-for-profit partnership between agencies of every size and type &#8211; media, creative, design, PR &#8211; and their clients, learning and acting together to directly address the challenge of the climate crisis by promoting sustainability via every channel available to them.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The Alliance provides an on demand and face to face<\/span><a href=\"https:\/\/www.changethebrief.org\/learn\"><span style=\"font-weight: 400\"> learning programme<\/span><\/a><span style=\"font-weight: 400\"> and community to all of its members, offering insights and expert advice at a category level on how we can adapt our work to promote more sustainable choices and behaviours in line with a zero-carbon world.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Alone, agencies will struggle to make a difference, but together we\u2019re a formidable force that has the expertise to disrupt, influence and initiate real change.\u00a0 And that could make a real difference to attitudes, lifestyles, behaviours and ultimately, our future on the planet.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The idea of #ChangeTheBrief originated with<\/span><a href=\"http:\/\/www.mindshareworld.com\/\"><span style=\"font-weight: 400\"> Mindshare,<\/span><\/a><span style=\"font-weight: 400\"> who asked<\/span><a href=\"http:\/\/www.purposedisruptors.org\/\"><span style=\"font-weight: 400\"> Purpose Disruptors<\/span><\/a><span style=\"font-weight: 400\"> to help move it from a single agency initiative to the collective power of the entire industry working together via <\/span><b>#ChangeTheBrief Alliance<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<h4 style=\"text-align: left\"><b>Deliver on Action 5 of Ad Net Zero\u00a0<\/b><\/h4>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">In 2020 the UK Advertising Association launched<\/span><a href=\"https:\/\/adassoc.org.uk\/ad-net-zero\/\"> <span style=\"font-weight: 400\">Ad Net Zero<\/span><\/a><span style=\"font-weight: 400\"> acknowledging the need for advertising as a sector to respond to the urgency and scale of the climate crisis. Ad Net Zero proposes action on 5 fronts: business operations; production; media choice; awards and events; and most importantly using advertising\u2019s positive influence to promote more sustainable consumer choices and behaviours. #ChangeTheBrief Alliance provides the knowledge and insight that will enable agencies to deliver on action 5.<\/span><\/p>\n<h4 style=\"text-align: left\"><b>Learning Programme<\/b><\/h4>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The Alliance provides an on demand learning programme and community to all of its members, offering insights and<\/span><a href=\"https:\/\/www.changethebrief.org\/experts\"> <span style=\"font-weight: 400\">expert advice at a category level<\/span><\/a><span style=\"font-weight: 400\"> on how we can adapt our work to promote more sustainable choices and behaviours for the greater good. We are initially focusing on the food, fashion and energy sectors with further categories to be added throughout the year.\u00a0<\/span><\/p>\n<h4 style=\"text-align: left\"><b>Community\u00a0<\/b><\/h4>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">All members are given access to <\/span><b>a pan industry, peer to peer, online community <\/b><span style=\"font-weight: 400\">hosted by Circle where they will be encouraged to share, support each other, discuss challenges and offer useful insights.<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-16318","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":16319,"id":16319,"title":"#ChangeTheBrief","filename":"ChangeTheBrief.png","filesize":1483703,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/mar\/vccp-joins-change-the-brief-%ef%bf%bc\/attachment\/changethebrief","alt":"","author":"57","description":"","caption":"","name":"changethebrief","status":"inherit","uploaded_to":16318,"date":"2023-03-14 18:20:07","modified":"2023-03-14 18:20:07","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP joins #ChangeTheBrief","meta-description":"Here at VCCP we are delighted to have joined the #ChangeTheBrief Alliance.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/ChangeTheBrief.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":false},{"relateditem":{"ID":14990,"post_author":"57","post_date":"2022-07-05 11:56:24","post_date_gmt":"2022-07-05 10:56:24","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"726972051\",\"blockId\":\"Z1BRtqO\",\"blockUniqueClass\":\"lazyblock-video-Z1BRtqO\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003e\\u003cb\\u003eLinkedIn highlights the importance of female role models in new UEFA Women's EURO 2022 campaign\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003e\u00a0\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of its \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.thefa.com\/news\/2022\/feb\/22\/linkedin-announced-as-national-sponsor-of-weuro2022#:~:text=LinkedIn%20announced%20as%20a%20national%20sponsor%20of%20UEFA%20Women%27s%20EURO%20England%202022\\u0026amp;text=Today%20UEFA%20and%20The%20FA,Group%2C%20Pandora%20and%20Starling%20Bank.\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enational sponsorship of the UEFA Women\u2019s EURO 2022\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003ca href=\\u0022https:\/\/www.linkedin.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLinkedIn\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e - the world\u2019s largest professional network - has launched a new campaign to spotlight the importance of role models that inspire future generations on and off the pitch. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe sponsorship is the latest in a series of campaigns and initiatives from LinkedIn focused on \u2018making work work for women\u2019, designed to address the issues women face professionally and build a more equitable world of work for all.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLinkedIn has teamed up with \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/carol-thomas-bem-171516242\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCarol Thomas BEM\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the first captain to lead England to a Women\u2019s EURO in 1984, to encourage others to \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Follow in Her Footsteps\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019. Carol will retrace her historic steps in a 30-mile walk on July 4th and 5th from Crewe\u2019s Mornflake Stadium (the site of the first Women\u2019s EURO game in 1984), to Old Trafford where this year\u2019s tournament will kick off on July 6th in front of a sold out crowd.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCarol will be joined on the walk by other trailblazers and role models from the world of football, including professional player for Crystal Palace F.C., ambassador, and qualified lawyer \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/chloe-morgan-71a25a216\/?originalSubdomain=uk\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eChloe Morgan\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e; first captain of the Somali Women\u2019s National Team and Director of Women\u2019s Football at Hilltop Football Club, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/iqra-ismail-a32931184\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIqra Ismail\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e; former England footballer\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e (gaining 129 caps) \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/rachel-yankey-obe-9aa664243\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRachel Yankey\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and retired Swedis\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eh Captain a\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003end Carol\u2019s former opponent, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/anette-b%C3%B6rjesson-80158476\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAnette Borjesson\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\u00a0LinkedIn\u2019s UK Country Manager, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/janinechamberlin\/recent-activity\/posts\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJanine Chamberlin\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, will also join Carol for the duration of the walk.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign was inspired by new research commissioned by LinkedIn, which reveals that nearly half (43%) of professional women believe they would be more successful if they had a role model in the workplace, with more than half of women surveyed (55%) agreeing that there are still a lack of relatable role models in the workplace, and 76% of them believing that relatable role models should be more visible. They feel strongly about this lack of visibility, with 57% believing that having a relatable role model is crucial to achieving career success and 70% agreeing it\u2019s easier to be like someone you can see.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/in\/darain\/\\u0022\\u003e\\u003cb\\u003eDarain Faraz\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e, International Brand Marketing Director at LinkedIn\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e comments: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cAt LinkedIn we\u2019re championing an equitable world of work that\u2019s diverse and inclusive - the UEFA Women\u2019s EURO 2022 epitomises and celebrates these values. \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis sponsorship follows LinkedIn\u2019s global partnership earlier this year with \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ca href=\\u0022https:\/\/www.internationalwomensday.com\/Missions\/18466\/LinkedIn-s-FlexibleIs-campaign-creates-a-fairer-world-of-work-for-women\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eInternational Women\u2019s Day\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/a\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0 \u2013 where our campaign sought to break biases around career flexibility. Sponsoring what is set to be the \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elargest women\u2019s European sporting event in history felt like a natural next step in our sustained commitment to making the world of work work for women.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe want to spotlight and celebrate inspirational women across LinkedIn\u2019s community of 32+ million UK professionals through this campaign. Seeing people from all walks of life achieve success encourages others to follow in their footsteps and this is key to achieving an equitable workplace for all. Ultimately, it\u2019s easier to be what you can see!\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMatt Lloyd, Deputy Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added:\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe were inspired by LinkedIn\u2019s mission to make female role models more visible and our team went in search of a way to bring this to life that would demonstrate the power of the platform. We unearthed the story of the first Women\u2019s EURO Championships in 1984 and England\u2019s captain, Carol Thomas, and were astounded that so little was known about it. We knew straight away this was the story we had to tell, it was the perfect demonstration of a relatable role model that needed to become more visible. Carol was really excited to get involved and totally up for the challenge of the 30-mile walk. This inspired everyone else to get involved in the walk and the campaign, from our other famous role models to UEFA and the full production team.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in partnership with creative a\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003egency of record\\u003c\/span\\u003e \\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP London\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and PR agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/brands2life.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBrands2Life\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the fully integrated campai\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003egn was produced by \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGirl\\u0026amp;Bear\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and w\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eill be supported with earned and paid media across OOH and digital channels, including LinkedIn, and a paid media partnership with Telegraph Women\u2019s Sport. As part of the campaign, LinkedIn is encouraging influencers, creators, and its community to champion and celebrate the female role models who have inspired them throughout their career, using the #FollowInHerFootsteps hashtag.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run for 4 weeks on LinkedIn and other social and digital channels, and across OOH. Join the conversation on LinkedIn with \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/search\/results\/all\/?keywords=%23Followinherfootsteps\\u0026amp;origin=GLOBAL_SEARCH_HEADER\\u0026amp;sid=ui4\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e#FollowInHerFootsteps\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/a\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. A video has also been created to celebrate the campaign, featuring rare archival footage of women\u2019s football through the generations, which can be viewed \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ca href=\\u0022https:\/\/www.linkedin.com\/pulse\/its-easier-what-you-can-see-why-we-need-more-female-chamberlin\/?trackingId=wSw5WWgBQ1KSPmJabZDXhw%3D%3D\\u0022\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehere\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/a\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1Hn8dF\",\"blockUniqueClass\":\"lazyblock-text-full-width-1Hn8dF\"} \/-->","post_title":"#FollowInHerFootsteps","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"followinherfootsteps","to_ping":"","pinged":"","post_modified":"2022-07-05 11:56:24","post_modified_gmt":"2022-07-05 10:56:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14990","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14621,"post_author":"57","post_date":"2022-02-22 09:15:32","post_date_gmt":"2022-02-22 09:15:32","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday \\u003c\\\/span\\u003e\\u003cb\\u003eAmnesty International UK \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elaunches a hard hitting campaign called \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePeople Smuggling Ltd\\u2019\\u00a0 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ein an effort to drive awareness of the damaging impact the proposed \\u2018Nationality \\u0026amp; Borders bill\\u2019 will have on the UK asylum system. In failing to provide safe and legal routes into the UK for people seeking asylum, the bill will force people into the lethal arms of smuggling gangs instead. Already a hugely lucrative criminal enterprise - the only people set to benefit from this bill are people smugglers.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new Amnesty International UK campaign launches with a 90\\u201d hero film, created by \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e with media planned and executed by\\u003c\\\/span\\u003e\\u003cb\\u003e VCCP Media. \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaunching today across Amnesty\\u2019s social channels, including Instagram, Twitter, Facebook and YouTube, \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePeople Smuggling Ltd\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0satirises a fundamental flaw in the bill - that it will benefit people smugglers not those seeking safety in the UK. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018People Smuggling Ltd,\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is a fake business created by Amnesty International UK masquerading as a blue chip company to dramatise the growth predicted for the people smuggling industry thanks to the bill.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNarrated by actor Russell Tovey, the satirical promotional video is designed to give this \\u2018business\\u2019 a veneer of acceptability. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018People Smuggling Ltd\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003einitially appears as a legitimate successful global business, but gradually reveals the exploitation at the heart of its model and the boom in business anticipated as the result of the \\u2018Nationality \\u0026amp; Borders Bill.\\u2019 Backed by an upbeat, promotional soundtrack, the generic corporate film mixes fake corporate footage with hard hitting imagery depicting the harsh realities for those fleeing conflict and persecution. The corporate video draws to a close with a very clear change of tone, set to the eerie backdrop of waves lapping on shore, as Amnesty International UK enters the film to explain the severity of the Bill and the impact it will have on those seeking safety, finishing with a call to action and a reminder that \\u2018when we all act, humanity wins\\u2019.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eTom Davies, Refugee and Migrant Rights Campaign Manager at Amnesty International UK\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018The Government\\u2019s case for the draconian measures in the \\u2018Nationality \\u0026amp; Borders Bill\\u2019 is entirely false. Ministers claim the bill will stop people making dangerous journeys, combat people smugglers and save money - none of this is true. We want to urge the British public to seriously consider the impact this legislation will have on people seeking asylum and to take a stand by\\u00a0 signing our online action, to pressure the government to rethink this harmful bill. VCCP London have worked with us to create a campaign under the guise of a faux company\\u2019s promotional video that will have mass reach in a format that\\u2019s uncomfortably impactful and encourages people to take action.\\u2019\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJonny Parker and Chris Birch, Executive Creative Directors at VCCP London \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018Amnesty International continues to campaign against injustice and act as a voice for those who are most vulnerable. Being involved in such an important piece of work is so rewarding. It\\u2019s good for humanity and great for the soul. Our hope with this campaign is that it will encourage support from the public which drives action from the government to reconsider this potentially harmful bill. Let\\u2019s make sure humanity wins on this issue.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo support the campaign, media has also been purchased in The Guardian in a fold out insert as Amnesty International UK calls for the British public to support this campaign.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"hxSXC\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-hxSXC\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"680085290\",\"blockId\":\"ZRSdyY\",\"blockUniqueClass\":\"lazyblock-video-ZRSdyY\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\\u2018Our hope with this campaign is that it will encourage support from the public which drives action from the government to reconsider this potentially harmful bill. Let\\u2019s make sure humanity wins on this issue.\\u2019\",\"quotee\":\"Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London\",\"blockId\":\"7DW1h\",\"blockUniqueClass\":\"lazyblock-quote-full-width-7DW1h\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-2%22,%22caption%22:%22%22,%22id%22:14625,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14625%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-2.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-1%22,%22caption%22:%22%22,%22id%22:14624,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14624%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-1.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-3%22,%22caption%22:%22%22,%22id%22:14626,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14626%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-3.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-4%22,%22caption%22:%22%22,%22id%22:14627,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14627%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-4.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"2pcTpQ\",\"blockUniqueClass\":\"lazyblock-carousel-2pcTpQ\"} \/-->","post_title":"'People Smuggling Ltd'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"people-smuggling-ltd","to_ping":"","pinged":"","post_modified":"2022-02-23 15:06:15","post_modified_gmt":"2022-02-23 15:06:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14621","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/16318","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=16318"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=16318"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}