Theirworld #WriteTheWrong Campaign — Stand Up for Education | Clapboard Ad Archive

#WriteTheWrong

Description

In October 2019, the #WriteTheWrong campaign was launched in the United States by the brand Theirworld in collaboration with the ad agency BBDO. This impactful film campaign falls within the Public Interest sector and aims to raise awareness and inspire collective action to support education globally. With a clear and compelling call to action, the campaign urges individuals and communities to stand up for education and contribute to correcting the inequalities and challenges faced by millions of children around the world. The tagline, Together, we can #WriteTheWrong, emphasizes the power of unity and collective responsibility in driving positive change. Utilizing a poignant narrative and emotive visuals, the campaign seeks to engage viewers both emotionally and intellectually, motivating them to join the movement and advocate for educational rights and opportunities. Communicated in English, the campaign delivers a universal message that highlights the urgency of addressing educational disparities and the critical role that society plays in fostering inclusive and equitable learning environments. Through a single, well-crafted media asset, #WriteTheWrong effectively encapsulates the essence of their mission, capturing attention and inspiring action toward a future where every child has access to quality education.

Credits

Client

Theirworld

Agency

BBDO, BBDO Minneapolis, USA, BBDO New York USA

Worldwide Chief Creative Officer

David Lubars

Executive Creative Director

Timothy Mattimore

Producer

Peter McLarnan, Adrienne Katz / BBDO New York, Hayley Baldwin / BBDO New York, Tatiana Lanier / BBDO New York, Andrew Jr. Rowe

Creative Director

David Mackereth

Director Of Project Management

Jessica Teigen

Account Management

Angela Lund, Adam Beilman / BBDO New York

Strategic Planner

Suzanne Barker / BBDO New York

Production House

BBDO Studios, Standard Transmission

Cinematographer

Chenting Chan

Crew

Horyong Lee, Shaun Joye, Jonathan Baudion, Miles Dupree, Alex Mirza

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Campaign Proposition

The #WriteTheWrong campaign by Theirworld positions the brand as an advocate for global education, emphasizing the urgency and moral imperative to address educational inequalities. It conveys a promise of collective empowerment, suggesting that by uniting efforts, society can correct systemic shortcomings in access to education. The campaign underscores the belief that education is a fundamental right and a critical foundation for social progress, urging the audience to actively participate in standing up for this cause. Strategically, the campaign leverages a documentary and social experiment format to create an authentic and emotionally resonant narrative, aiming to foster empathy and awareness among viewers. By situating the message within a real-world context and employing a hashtag-driven call to action (#WriteTheWrong), it taps into digital activism trends to motivate a broad demographic, particularly socially conscious individuals inclined toward advocacy and change. The targeting approach is anchored in activating public interest by highlighting the tangible impact of education deficits, prompting viewers to feel both informed and responsible. This combination of emotional storytelling and interactive engagement is designed to build a community of supporters who not only recognize the problem but also feel compelled to help drive solutions.

Creative Device

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. The #WriteTheWrong campaign for Theirworld employs symbolism to highlight the global issue of inadequate access to education. The title itself is an overt metaphor—inviting audiences to "write" (change) the "wrong" (problem of educational injustice)—rather than simply documenting the literal problem or showing a straightforward narrative. As a public service message with documentary/social experiment cues, it likely uses visual or rhetorical analogies to make the educational crisis emotionally resonant and universally relatable. There's no overt story arc, celebrity-driven approach, or direct demonstration, so the campaign most closely fits the "Symbolize the Problem" format, anchoring its message in powerful metaphor to drive engagement and action. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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