A Vatican video produced for the International Day of Human Fraternity has won an advertising award.
The 15th edition of Publifestival – International Festival of Social Advertising has awarded the first prize in the category “Best Execution of Advertising Campaign” to the campaign conducted by the Pontifical Council for Interreligious Dialogue (PCID) and the Dicastery for Communication of the Holy See, together with the Higher Committee of Human Fraternity. The campaign was produced by the agency La Machi Communication for Good Causes.
For the first time, the International Day of Human Fraternity was celebrated on February 4, 2021. The United Nations General Assembly proclaimed this day following the Document on Human Fraternity for World Peace and Living Together, signed exactly two years earlier by Pope Francis and the Grand Imam of Al-Azhar, Ahmad Al-Tayyeb, during His Holiness’ trip to the United Arab Emirates. This encounter inspired the Holy Father to write his third Encyclical Fratelli tutti.
The award-winning campaign consisted of a logo design, a one-and-a-half minute video translated into 22 languages, and illustrative graphic material. Also, a web page was set up within the website of the Pontifical Council for Interreligious Dialogue and Vatican News featured the whole event.
The awarding ceremony took place at Teatro Lara in Madrid on June 29, 2021. Receiving the award were Cardinal Carlos Osoro Sierra, Archbishop of Madrid; Rodrigo Pinedo Texidor, Media Director of the Archdiocese; and Juan della Torre, CEO of La Machi Communication for Good Causes. Accepting the award on behalf of the Holy See, Cardinal Osoro said: “Pope Francis, in his encyclical Fratelli tutti, reminds us that we are brethren, that we cannot pass by those who are hurting on the road, but that we must bend down to help them like the Good Samaritan. It is possible to rebuild social friendship, as the International Day of Human Fraternity also puts it. And it is a joy that award-winning initiatives such as this one today are taking place to make this message known.”
In the 2018 edition of Publifestival, the awarded video was the one of the Migrants and Refugees Section of the Dicastery for Promoting Integral Human Development, co-produced by Vatican Media and La Machi.
