Vandejong created campaign 'Music above Fighting' for MasterPeace

International peace movement uses music for connection and dialogue

12 SEPTEMBER 2013, AMSTERDAM | THE NETHERLANDS
Samenvatting
Vandejong created the international campaign for peace movement MasterPeace. The campaign, consisting of a series of television and radio commercials, advertisements and billboards, focuses on the special television program ‘MasterPeace: Music above Fighting'. This program will be broadcast on Dutch television channel Veronica, on the International Day of Peace on Saturday 21 September. In the campaign, music plays a central role as a tool of connection, reconciliation and dialogue.

Grassroots movement for peace
MasterPeace is an international grassroots peace movement that tries to involve people and businesses in reducing armed conflict and building peace through music, art and events worldwide. The initiative, officially launched in 2011 and founded by Ilco van der Linde and Mohamed Helmy, is one of the fastest growing online social causes of this moment. In 2011 MasterPeace received an ID Award at the Big Improvement Day for the most innovative idea and was nominated by the Rockefeller Foundation as one of the 100 most innovative organizations in the world in April 2013. Meanwhile MasterPeace is active in 40 countries with the organization of concerts, educational programs, film screenings and dialogue projects by local departments.

Television program Music Above Fighting
“On Saturday 21 September, the International Day of Peace, at 9.00pm the special television program ‘MasterPeace: Music above Fighting' will be broadcasted by Veronica on Dutch television. We asked Vandejong to develop a campaign to raise awareness for this program and our organization. Ultimately, we hope that people will want to contribute to the reduction of armed conflict and to the creation of peace together,” says Ilco van der Linde, founder of MasterPeace. In the television program singer Roel van Velzen and presenter Saar Koningsberger visit Eastern Congo where they will organize a peace concert with local musicians.

Music is key in campaign
“With this campaign, we're focusing on the television broadcast but also on MasterPeace itself. Central elements in the campaign are the lyrics of pop stars such as John Lennon and Rihanna. Organizations and individuals can easily join MasterPeace, and, even with a modest contribution, can become an important player in creating peace,” says Pjotr de Jong, creative director of Vandejong. For the campaign, Vandejong worked closely with partners such as Zuiver Media, PHD, Het PR bureau, PR STUNT, Mathijs Kok, NewBe Tv, Tuvalu Media, Veronica, Xite and Sublime FM.

Citaten
"On Saturday 21 September, the International Day of Peace, at 9.00pm the special television program ‘MasterPeace: Music above Fighting' will be broadcasted by Veronica on Dutch television. We asked Vandejong to develop a campaign to raise awareness for this program and our organization. Ultimately, we hope that people will want to contribute to the reduction of armed conflict and to the creation of peace together." Ilco van der Linde, founder of MasterPeace
"With this campaign, we're focusing on the television broadcast but also on MasterPeace itself. Central elements in the campaign are the lyrics of pop stars such as John Lennon and Rihanna. Organizations and individuals can easily join MasterPeace, and, even with a modest contribution, can become an important player in creating peace. " Pjotr de Jong, creative director of Vandejong
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Vandejong is een creatief bureau gevestigd in Amsterdam. We ontwikkelen new formats voor een steeds veranderende wereld: we zetten dingen in beweging, willen met onze klanten vooruitgaan, zijn altijd op zoek naar de volgende stap. Naar de volgende uitdaging. Ons team van creatieve strategen, business experts, grafisch en online designers, copywriters en onderzoekers helpt organisaties om zichzelf te vernieuwen en op innovatieve manieren in contact te komen met hun community.
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