In an aim to collect signatures to end the pain and suffering of the Zimbabwean people, ad agency Ireland/Davenport has conceptualised a social media campaign to ‘free Zimbabwe’, by just asking the public if they would like to be friends with Robert Mugabe.

Mugabe spearheaded Zimbabwe into economic ruin which has resulted in the devastating abuse of his people’s human rights. 2002 saw him lead the torture and murder of up to 70,000 of his people. These people have no freedom, no rights, an ever-increasing number of deaths, illegal detentions, theft of private property, malnutrition and an inflation rate that scares the rest of the world, so there is no denying that something needs to be done!

“Whether you deny or accept this friend request you will be lead to the petition page or Robert Mugabe’s ‘private’ page, either way, allowing you to see the petition and become a part of this change. The numbers are increasing every day, and we want everyone to sign this petition, so that we may help free our neighbours from tyranny,” comments John Davenport, Executive Creative Director at Ireland/Davenport.

“People often feel that there isn’t anything they can do to address big issues like the crisis in Zimbabwe,” says Philip Ireland, Executive Creative Director at Ireland/Davenport, “but, when people receive this ‘Friend Request’ from Robert Mugabe, it highlights the fact that you CAN help and if you aren’t doing anything to help, you are a part of the problem in Zimbabwe.”

This campaign is testament to Ireland/Davenport’s belief that powerful ideas can be executed in all media, especially new and digital spheres. The agency prides itself on harnessing new media and innovation to better convey important messages, both socially and commercially.