Human Rights Foundation's Video Installation Amplifies Ukrainian ‘Voices from the Inside’

Publicis Groupe’s Le Truc and Leo Burnett Ukraine launches its latest creative for the Human Rights Foundation (HRF). The three-part campaign drives awareness, support and donations for the Human Rights Foundation’s Ukraine Solidarity Fund - Operation Sunflower, a coalition of Ukrainian and American relief teams delivering aid to Ukrainians trapped in the conflict zone.

The marquee piece of work is a website, OOH execution and experiential video installation, Voices from the Inside. The website and OOH elements feature real voices and quotes from Ukrainian Publicis Groupe employees, sourced by Leo Burnett Ukraine. The experiential video installation will take place at HRF’s upcoming Oslo Freedom Forum conference (May 23-25 in Oslo, Norway) via an interactive booth and experience for conference attendees, which lets them hear the voices and record their own audio messages of support and solidarity. A corresponding film will also be shared on the main stage at the forum as part of the Ukrainian Minister of Foreign Affairs’ keynote speech.

The work also includes a series of Time Square billboards: ‘Give AF,’ which uses bold text in the colours of the Ukrainian flag to elicit donations via a QR code; and ‘Building,’ a digital installation of a destroyed building that urges New Yorkers to visit HRF.org to help. 

The entire campaign was done pro-bono to support HRF.

“It’s hard to imagine what it feels like to experience war, as the media often dictates the narrative. We worked closely with our friends at Leo Burnett Ukraine as well as The Pub & Fancy, who donated their resources to support the Human Rights Foundation and bring awareness to the situation in a completely new way,” said Bastien Baumann, chief design officer at Publicis Group and founding partner at Le Truc.

"Every day, we are overwhelmed by news bulletins, reports, and special investigations. It can be exhausting to sift through the facts, rumours, exaggerations, and propaganda. We are proud of this project because it lays bare the true cost of war, and reveals the voices of people inside Ukraine who are suffering in silence,” said Céline Boustani, president of the Human Rights Foundation.