Rothco Accenture Interactive has created an ad to help spark a national debate and raise awareness around the plight of Ireland’s former Defence Forces with a two-minute film showing the Irish flag as a symbol of veteran homelessness. Rothco worked with One (Óglaigh Náisiúnta na hÉireann) national ex-service personnel in making the two-minute film.
The thinking behind the campaign?
Across the world, no single represents a country more than its national flag. In many countries, no group of people represents the flag with more pride or passion than its military. Ireland is no different. But despite decades of distinguished service as UN peacekeepers public awareness of the veterans’ plight is almost non-existent, leaving many destitute.
One aims to raise public awareness and support for the homeless Irish Defence Forces veterans by providing emergency accommodation. With services always in demand, One turned to Rothco to help them spark a national conversation about Ireland deals with the people who have given so much, so selflessly, to serve their country – and the Tricolour.
It led to the creation of the Sleeping Flags – the bags One never wanted to make.
To incite a conversation that would drive awareness and donations, images of the veterans on the streets in Sleeping Flags outside historically significant political landmarks were leaked to social media, before O.N.E. later claimed responsibility for the act, along with a video for the appeal, shot by award-winning documentary maker Ross Whitaker through Antidote.
One’s CEO Ollie O’Connor says the organisation has helped over 900 homeless veterans.
For more on the Sleeping Flags Appeal, or to make a donation to One, visit sleepingflags.ie
To watch the ad, click here https://www.youtube.com/watch?v=WSOPVsPp6MA
Credits – ‘Sleeping Flags’
Client: One – Óglaigh Náisiúnta na hÉireann
Agency: Rothco Accenture Interactive
Agency producer: Jessica Derby
Executive creative director: Alan Kelly
Creative team: Ste Rogers, creative director and James Pash, senior copywriter
Senior account manager: Aoife O’Shea
Strategy: Tara Finnegan, Emer Fitzgerald
Music: Alma Kelliher
Production company: Antidote
Director: Ross Whitaker
Producer: Andrew Freedman
Director of photography: Miguel Angel
Post production: Raygun
Editor: Derek Holland
Sound: Dean Jones @ Raygun
