Decades of violence destroyed Iraq’s hospitals and left children to die. Preemptive Love Coalition (PLC) has a proven process to save lives and remake the world. Mister Jones partnered with PLC, in the midst of exciting growth and on the cusp of further expansion, to grow their brand strategically and responsibly. We started with a year-end campaign, including print and interactive components, in addition to creative development, art direction, design and copywriting.
The Preemptive Love Coalition model is based on a simple idea: Violence unmakes the world, but preemptive love has the power to unmake violence. For this giving campaign, launched during in the midst of crisis in Iraq, we extended a public invitation to participate in this revolutionary solution — to love first.
Children are among the most vulnerable in Iraq today. When thousands of children don’t go back to school in the fall — for boys, it means forced to work at high-risk, low-paying jobs and targeting by ISIS recruiters; for girls, it means being married off as a means of security. This campaign focused on PLC's efforts to help kids return to school and avoid those alternatives.