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Creative in association withGear Seven
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Oniria\TBWA's Clothes Collection Is Educating Consumers on Human Rights

12/12/2014
Advertising Agency
New York, USA
95
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Works with several organisations in Paraguay to launch 'Derechos Humanos' collection

In honor of International Human Rights Day, Oniria\TBWA and 11 social organizations have teamed up to create DH (Derechos Humanos), the first clothing collection designed to educate consumers on human rights. On December 10, prominent morning show hosts across all major TV networks in Paraguay were dressed in the DH clothing to help generate awareness about human rights in Paraguay and around the world. 

While many Paraguayans understand the general notion of human rights, they often misunderstand how to use and protect them. Amnesty International Paraguay, Human Rights Coordination from Paraguay (CODEHUPY), United Nations Paraguay (UN), Serpaj-Py, with support of seven social entities and Oniria\TBWA, joined forces to create the DH clothing line to solve this problem by motivating people to learn more on human rights. 


The collection includes a variety of T-shirts designed by 13 artists each depicting a different human right. The clothing items are available to anyone by visiting derechoshumanos.org.py and completing a brief human rights lesson and quiz. Upon finishing the quiz, visitors can go the DH online pop-up store to pick out a clothing item that they want, free of charge.  

Like any other high-profile fashion brand, the DH campaign will be seen on TV, on billboards, on social media, and in print editorials around Paraguay. The campaign uses real victims of human rights crimes as clothing models, inviting audiences to discover their stories and learn more about how to protect their own human rights. 





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