The Global Call to Action against Poverty (GCAP) is running a multi-media campaign, Press the G8, gathering public pressure on G8 nations to both accelerate efforts to address poverty and avoid using the recession as an excuse to renege on aid commitments. The Press the 8 public campaign was launched in Rome in early June by City Mayor Gianni Alemanno, timed to lead up to the G8 meeting held L’Aquila, Italy, July 8 to 10.
The Interactive online tool “Press the G8” was online on the website of GCAP Italy, www.whiteband.org/action/presstheg8, as well as on the websites of many other Italian and international organisations.
The interactive tool encourages citizens worldwide to send a clear message to the G8 leaders on poverty issues, putting pressure on the leader of their choice by simply squeezing down on the artistic impression of the leader’s head using the click of their computer mouse. An automated counter records the number of squeezes made for each leader.
A similar campaign will be rolled out as part of an advertising campaign and through mobilizations before and during the G8 Summit on July 8-10. Created as a large installation of the eight leaders with a lever to push on each head, the interaction will have the same effect as the online version.
The campaign was supported by a postcard campaign featuring six leaders from the G8: Silvio Berlusconi, Steven Harper, Angela Merkel, Nicolas Sarkozy, Gordon Brown and Barack Obama.
The Press the G8 campaign was developed at Grey, Milan, by creative director Francesco Emiliani, head of art Francesco Fallisi, art director Letizia Bozzolini, copywriter Francesca Andriani, art buyer Virginia Salvucci, account supervisor Emanuela Carnaghi, and illustrator Paolo Rui.