Technical execution is secondary

Wednesday, January 18, 2012 at 16:1

Jens AssurJens Assur is one of seven jury members of the UN Drop by Drop competition, and has been handpicked with reference to the fact that he is one of Scandinavia's premier photographers/directors. Through his career and work he has earned the right to add both 'scriptwriter' and 'film producer' to his CV.

The thematic focus in Jens Assurs work has for many years been centered around issues related to the developing world, although he in the later years also have addressed issues in industrialized parts of the world.
Jens Assur has worked for LIFE, Expressen - one of Scandinavia's leading daily newspaper - and in 2004 he had his debut as both film director and scriptwriter with his film 'The Last Dog in Rwanda'. The film relates to the genocide in Rwanda in 1994, and won numerous awards all over the world. For example, First Prize or Grand Prix at Clermont-Ferrand, Tribeca, Sydney, Rome and Palm Springs.

Despite his relatively young age he has been dominant in Scandinavian photography for more than a decade, earning him the photographer of the year prize in 1994 at the age of only 23.

In 2010 Jens Assur published five photo books called "Hunger". These books were sent to Sweden's top thousand debaters, politicians and other creators of public opinion. His goal is to start a discussion about how to create a society which is sustainable in the long perspective.

Jens Assur answered 3 Questions in an interview with UNRIC´s Kristian Mølgaard:

K: What is in your opinion necessary to include in an advertisement, in order to fulfill the task and raise awareness of an issue such as water?

J: Behind a successful advertisement is always, from my point of view, an intellectual concept. A deeper, more reflecting and smart idea than great graphics, forms and layout. You need to do your homework thoroughly before the creative work starts. To create a reaction or to grab people's attention is fairly easy for a subject matter like this. We are all aware of the issue and problems regarding water but still few do anything about it. So I would say that a clear and effective call-to-action is the most important thing. You need people to act and not only react in order to create a change.

K: What would you, as a jury member, presumably look for in an ad?

J: Intellectual concepts that are unique, interesting and that gives me an idea of what I can do to be part of the change. The technical execution is secondary.

K: Do you think advertisements can play an important role in raising awareness on global issues? If so, in what way and to what extend?

J: Yes! If done right they can change opinions, raise awareness and create change. However, the advertisement needs to be a part of an overall strategic message from the company, organization etc and work together with other marketing tools to create credible attention.