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In 2003, genocide erupted in Darfur and millions fell victim to a government-led campaign of rape, torture and murder. After three years of sustained violence and global complacency, the Save Darfur Coalition took action. GMMB was asked to help.
GMMB’s goal was to galvanize public outrage to increase elected officials’ efforts to end the atrocities. Through outdoor advertising, print and TV, GMMB delivered potent messages on the horrors of genocide and demanded action. The campaign put pressure on international leaders to address the genocide, and the governments and foreign companies helping fuel it. Ads also connected everyday citizens to the atrocities in Darfur, amplifying pressure in Washington, D.C. and boosting support for the Coalition’s efforts.
GMMB’s ads spanned the globe and reached millions. When GMMB started, only 14 percent of Americans knew about the year-old genocide. Just four months into the campaign, awareness levels reached 60 percent and nearly two in three Americans believed taking action to stop genocide should be a high foreign policy priority for the U.S. The campaign also helped raise almost $4 million in Web donations. The nightmare continues in Darfur, but the world is no longer asleep. Public opinion has been mobilized in a way that can help bring lasting peace to Darfur.