BRIEF

Increase awareness of Raoul Wallenberg's deeds in Budapest and engage young people in civil courage and differentiate the brand from other organizations bearing Raoul Wallenberg's name.

BACKGROUND:

What Raoul did 80 years ago was far from appreciated by everyone. Raoul dared to go against the grain and defied the law for what he believed was right. We can only imagine the emotions that tore through Raoul during this period. They were likely far from happy and rewarding at times—rather, they were uncomfortable. How can we raise awareness about Raoul Wallenberg Academy and foster understanding of civil courage in a way that young people can relate to?

INSIGHT:

Courage has never been comfortable and never will be.

IDEA:

Stress, high pulse, anxiety, and fear are feelings that a person with civil courage risks experiencing. Civil courage has never been comfortable and never will be.

By supporting those who have shown civil courage and suffer from the repercussions of acting on what they believed was right, we want to show our future generation what courage is about and that these emotions are completely normal.

WEBSITE

The website’s purpose is to establish ownership of the concept of civil courage. To achieve this, we streamlined and moved content to create space for the campaign itself, integrating it as a core part of the Raoul Wallenberg Academy brand. We envision Civilkuren as a scalable concept with distinct language and tone, setting it apart from competitors.

To engage a younger audience, we’ve developed a contemporary, straightforward visual style and tone that speaks to them rather than about them. The campaign centers on conveying the emotions tied to civil courage, fostering understanding and support for visitors. Through the existing brand identity, we expanded the space for color, form, and copy, allowing these emotions to take center stage.