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Baking is freedom
Client: Freedom from Torture
Agency: other Creative Ltd
Role: Creative Director, Art Director
Freedom from Torture is one of the few UK charities dedicated to helping torture survivors from around the world.
#bakeforfreedom is inspired by their Bread and Cooking Groups which support and aid the recovery process, helping people who have survived torture to find a way to deal with the unspeakable.
To help raise awareness and money for their therapy group we focused on a new campaign strategy to engage supporters in new ways. #bakeforfreedom launched in 2013 on social media, encouraging supporters to take part in the nationwide cake sale.
The campaign raised the profile of the charity, gaining support from Michelin starred chef Theo Randall and Great British Bake Off celebrity chef John Whaite.
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