Across the world, no single symbol represents a country more than its flag. And, in many countries, no group of people represents that flag with more pride or passion than its … read moremilitary. Ireland is no different. But despite decades of distinguished service as UN Peacekeepers around the world and at home during The Troubles, public awareness of the plight of veterans is almost non-existent, leaving many destitute and in desperate need of help. O.N.E. (The Organisation of National Ex-Service Personnel/Óglaigh Náisiúnta na hÉireann) aims to raise public awareness and aid for the homeless Irish Defence Forces veterans it provides emergency accommodation for.
Agency: Rothco, Dublin
With services constantly in demand, and currently unavailable in some counties, O.N.E sought help from ROTHCO | Accenture Interactive, to help them spark a national conversation about how Ireland treats the people who have given everything to serve their country so proudly. This led to the creation of the Sleeping Flags, which took the iconic green, white and orange Tricolour flag and paired it with the object most universally associated with homelessness, the sleeping bag - a jarring combination and ’the bags O.N.E. never wanted to make’. To incite a conversation that would drive awareness and donations, images of the veterans on the streets in Sleeping Flags outside historically significant political landmarks were leaked to social media, before O.N.E. later claimed responsibility for the act, along with a video for the appeal, shot by award-winning documentary maker Ross Whitaker through Antidote.
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