London International Awards
2022 Winners and Finalists
Regional Production Company of the Year: South America
The Youth, Curitiba
Silver
Creativity In The Metaverse
Blockchain
Entrant: | Horizon FCB Dubai, Dubai |
Brand: | Children of Female Prisoners' Association |
Title: | "Breakchains With Blockchain" |
Corporate Name of Client: | Children of Female Prisoners' Association |
Client President: | Nawal Moustafa |
Agency: | Horizon FCB Dubai, Dubai |
Agency Chief Executive Officer: | Mazen Jawad |
Global Chief Creative Officer: | Susan Credle |
Worldwide Chief Creative Officer: | Danilo Boer |
Executive Creative Director: | Rodrigo Leal Rodrigues |
Creative Director: | Rodrigo Leal Rodrigues |
Associate Creative Director: | Jonathan Cruz |
Senior Copywriters: | Bassam Doss/Lucy Elder |
Senior Art Directors: | Jonathan Cruz/Zayd Abidi |
Agency Head of Production: | Hicham Soubra |
Agency Motion Designer: | Alman Magpusao |
Agency Managing Director: | Reham Mufleh |
Agency Account Director: | Sarah Nassar |
Production Companies: | Film DNA, Cairo/The Youth, Curitiba |
Directors: | Dina Adbeiraheem/Maria Machado |
Senior Executive Producers: | Nour Abdelraheem/Eduardo Lubiazi/Carolina Cherobim |
Executive Producers: | Dina Adbeiraheem/Eduardo Lubiazi/Carolina Cherobim |
Editors: | Anthony Heneine/Antoine Nassif |
Music Production Company: | Vox Haus, Rio Gande do Sul |
Music Executive Producers: | Matheus Gugelmim/Daniel Dalla Corte |
Music Producers: | Icaro Guedes/Cassio Machado |
Artists: | Black Madre Atelier/Hannah Prado/Miguel Karbage/Zombie Studio/Fady Youssef Rofaeel/Rondon Fernandes/Fabio Barros/Douglas Reis/Nesma Moharam/Paulo Almeida/Arthur Daraujo/Jair Oliveira |
Illustrators: | Black Madre Atelier/Hannah Prado/Miguel Karbage/Zombie Studio/Fady Youssef Rofaeel/Rondon Fernandes/Fabio Barros/Douglas Reis/Nesma Moharam/Paulo Almeida/Arthur Daraujo |
Technologist: | Diogo Borges |
Description:
The punishment is severe to deter people from taking loans. However, many 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. Prison is not the answer to this problem.
This is a social problem with far-reaching consequences. These women are separated from their children, which often leads these kids falling between the cracks and turning to crime and drugs from a young age.
Breakchains with Blockchain is the first NFT collection that frees women from prison sentences.
To raise awareness about a topic no one cares about, we jumped on the trend everyone is 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 an NFT collection, released on the Blockchain platform, Opensea.io.
This campaign combined the emotional and technological. Interviews were filmed with Al Gharemaat, allowing their voices to be 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, and published in Arabic and English. We promoted the NFTs on social media (Facebook, Twitter, YouTube & Instagram), PR, and our campaign website. By communicating in Arabic, we 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 in this situation again.
Breakchains with Blockchain changed the lives of real women, giving them a second chance. Our ambition was to release women, but our goal was to raise awareness to create real change: +100 million engagement +26 million people reached +$10 million earned media
Most importantly, 17 women were freed in the first weeks of the campaign.
This campaign has inspired change, for the first time 60 parliament members signed a bill committing to changing the law, giving hope to Al Gharemaat.