Campaign strategy and copywriting for “The Audiovisual Campaign”

Project Details

The Audiovisual Campaign is an international, creator-led movement that encourages lawmakers to add an unassignable, unwaivable right to remuneration for screenwriters and directors into their legislation. We worked with multiple stakeholders and subject matter experts in Europe and Latin America to define the positioning of this campaign, devise a suite of communication strategies across print, online and social channels, and execute them efficiently.

We supported the strategy and copywriting for this campaign and were asked to develop a website based upon an existing brochure design. We replicated the look and feel of the print materials to provide a congruously positioned online hub for campaign information.

About the Client

Writers & Directors Worldwide is led by creators from dramatic, literary and audiovisual societies around the world. It acts directly to support creators in all regions and in addition, acts as an advisory body to the International Confederation of Societies of Authors and Composers (CISAC). It is also an official observer to the World Intellectual Property Organisation (WIPO) Standing Committee on Copyright and Related Rights.

As a result, the organisation brings  specific experience, expertise and the vital “voice of the creator” to the debate on authors’ rights via working groups, executive committee meetings and direct interaction with lawmakers.


This campaign grew from an idea to the appointment of award winning Chinese director Jia Zhang-ke as its patron. It help to support the successful revision of national authors’ rights legislation by the presidents of Chile and Colombia in October 2016 and May 2017 respectively. Both countries now have an unwaivable right to remuneration added to their statutes.

After six years, the campaign website was retired.

Campaign action planning

Define strategy and positioning

Brochure planning and copywriting

Web design, copywriting and build

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