White Ribbon Campaign – to capture the heart and mind

Every project Genero delivers is special in its own right, but sometimes they are lucky enough to work on a brief that makes their chests puff out with pride at just being involved.

In 2015, Genero were asked by the Welsh Government to assist with The White Ribbon campaign, which symbolises the movement to end violence against women. The aim was raising awareness and also boosting social media interaction with an experiential activity that the public would be likely to share.

Following the success of the previous years campaign, where a very large white ribbon logo was projected onto the side of two landmark buildings in Wales (The Pierhead Building in Cardiff Bay and Conwy Castle in North Wales), Genero were delighted to be asked to run the project for the second year. This time, the campaign broadened its awareness by included two additional historic buildings: Caerphilly Castle and Caernarfon Castle.

Activities that look easy from the outside are often the ones that require the finest attention to detail, and this project took weeks of planning including obtaining permissions from Cadw, four Councils, and even the Harbour Master, in order to set up in exactly the right spot to perfectly project the images onto these beautiful historic building.  

On site visits we assessed power, public safety, access, projection calculations, weather protection and contingency plans; and our Project Manager’s liaison with the National Assembly, Councils and other public bodies ensured the success of the project on the night.  An amazing amount of paperwork can go into turning on certain lights.

On 25th November Genero dispatched a healthy four production teams and all projections lit up their surroundings bang on cue at 7pm, shining a bright light on the important message of ending violence against women. Seen for miles the white ribbons shone in their glory and for those unable to watch the events unfold in person, they could follow the campaign on Twitter using the appropriate hashtags #livefearfree #makingastandwales