Cluster Bomb Drop

Agency: DraftFCB New Zealand

Client: The Aotearoa New Zealand Cluster Munition Coalition

When an international conference to ratify a treaty on the banning of cluster bombs came to New Zealand's capital city of Wellington, DraftFCB New Zealand and the Aotearoa New Zealand Cluster Munition Coalition had to get the country's residents to support the ban. However, getting New Zealander's to oppose a weapon they didn't know exists was a challenge.

The agency dropped 30,000 bomb-shaped leaflets out of a plane over the city. The leaflets gave information about the dangers of cluster bombs, and also doubled as petitions to the New Zealand Minister of Defence. Thirty-four percent of the signed leaflets were sent in.