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ANDY Awards

Creative Award
New York, United States
CHILDREN OF FEMALE PRISONERS' ASSOCIATION - "Breakchains With Blockchain" by ANDY Awards 2023

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TitleBreakchains With Blockchain
Agency
Campaign Breakchains With Blockchain
Advertiser CHILDREN OF FEMALE PRISONERS' ASSOCIATION
Brand CHILDREN OF FEMALE PRISONERS' ASSOCIATION
PostedJune 2022
Business Sector Institutional/Public Interest/Non-Profit Org.
Story In Egypt, under Article No 341, defaulting on a loan is a criminal act that carries a prison sentence. Every year tens ofthousands of women are sent to prison for defaulting on loans borrowed for a few hundred dollars. The punishment is severe to deter people from taking loans. However, many of women who borrow money are desperate,because they need to pay for life-saving surgeries, family emergencies, to buy medicine, or start a business. Even worse, there are loan officers who prey on these women, getting them to sign contracts they don’t understand or even fraudulently claiming that the installments have never been paid.
Problem To raise awareness about a topic no one cares about, the campaign jumped on the trend everyone was talking about, NFTs. Working with international artists, an NFT collection was created and released on the Blockchain, each piece inspired by the story of a woman sentenced to prison for defaulting on a loan, and priced at the amount needed to pay off her debt. With every piece sold, awareness around this topic spreads and a woman is freed from her sentence. Breakchains with Blockchain was launched on 21st March, 2022 – Mother’s Day in Egypt. The campaign went live with anNFT collection, released on the Blockchain platform, Opensea.io. This campaign combined the emotional and technological. Interviews were fi lmed with Al Gharemaat, allowing their voices tobe heard. From these stories, international artists created NFTs priced at the amount needed to pay off their debts and free them from their prison sentences. The NFT collection was displayed on our campaign website, published in Arabic and English. the NFTs was promoted on social media (Facebook, Twitter, YouTube & Instagram), PR and our campaign website. By communicating in Arabic, they connected with the Egyptian audience, and in English we attracted the attention of the world. The hard work doesn’t stop here, the NGO is continuing to ensure there is rehabilitation & education so they do not end up inthis situation again.
Media Type Case Study
Length
AI Description The ad "Breakchains With Blockchain" highlights the plight of Egyptian women imprisoned for defaulting on small loans. Using a somber and impactful style, it opens with stark visuals of women labeled as criminals, sentenced to years for debts as low as $254. It introduces an innovative campaign launched by the Children of Female Prisoners' Association, involving NFTs to raise funds to pay off women's debts and free them. Intertwining personal stories with artistic expressions, the campaign leverages global awareness by using the digital platform Opensea.io, showcasing art that represents each woman's story. The initiative is portrayed as transformative, having already freed multiple women and inspired legislative changes.
General Manager
Creative Partner
Executive Creative Director
Associate Creative Director
Copywriter
Copywriter
Art Director
Account Director
Traffic Manager
Senior Video Editor
Video Editor
Senior Video Editor
Head of Production
Technology Director
Head of Digital Services
Executive Producer
Executive Producer
Director of Photography (DOP)
Director's Producer
Production
Production
Photographer Assistant
Sound Engineer
Editor
Post Production
Head of Projects
Head of Music Production
Music/SFX Producer
Music/SFX Producer
Technologist
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Musician
Director & Editor
Editor
Motion Graphics
Executive Producer
Executive Producer
Post Production Supervisor