Sustainable Development Goals > People

DISAPPEARING IDENTITY

SAATCHI & SAATCHI UKRAINE, Kiev / AMNESTY INTERNATIONAL / 2022

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Overview

Background

Amnesty International holds that the death penalty breaches human rights, in particular the right to life and the right to live free from torture or cruel, inhuman or degrading treatment or punishment.

Although international law says that using of the death penalty must be restricted to the most serious crimes, meaning intentional killing, Amnesty believes that the death penalty is never the answer. The death penalty is a symptom of a culture of violence, not a solution to it.

For 40 years, Amnesty has been campaigning to abolish death penalty around the world. Amnesty International recorded at least 1,477 death sentences in 54 countries in 2020. At least 28,567 people were known to be under sentence of death globally at the end of 2020.

We need to help Amnesty International to fight against it and to spread awareness about the death penalty laws situation in the world with data-based instrument.

Describe the cultural / social / political climate and the significance of the work within this context

Amnesty International holds that the death penalty breaches human rights, in particular the right to life and the right to live free from torture or cruel, inhuman or degrading treatment or punishment. Both rights are protected under the Universal Declaration of Human Rights, adopted by the UN in 1948.

For 40 years, Amnesty has been campaigning to abolish the death penalty around the world. Amnesty International recorded at least 1,477 death sentences in 54 countries in 2020. At least 28,567 people were known to be under sentence of death globally at the end of 2020.

Although international law says that the use of the death penalty must be restricted to the most serious crimes, meaning intentional killing, Amnesty believes that the death penalty is never the answer. The death penalty is a symptom of a culture of violence, not a solution to it.

Describe the creative idea

We have created an identity for THE DEATH PENALTY. All 54 countries where the death penalty is still legal became the style-forming elements of the identity system. The dynamic pattern changes constantly to reflect changes in the death penalty laws in these countries. When a country abolishes the death penalty this country will be gone from our pattern, taking away part of the identity. ?ur identity must disappear just like this cruel and wild tradition.

Describe the strategy

Amnesty International recorded at least 1,477 death sentences in 54 countries in 2020. At least 28,567 people were known to be under sentence of death globally at the end of 2020. The death penalty laws are still legal in 54 countries of the world. This data became the style-forming element of the death penalty branding. The dynamic pattern changes constantly to reflect changes in the death penalty laws in these countries. When a country abolishes the death penalty this country will be gone from our pattern, taking away part of the identity. ?ur identity must disappear just like this cruel and wild tradition.

Describe the execution

For the identity, we created a rough unique font. It looks like a digital clock, because the letters are built in a straight line, and have clear angles. Letters are built on a similar principle because of the idea of our branding. The disappearing identity is a kind of timer. In the beginning, we have 54 countries with death penalty, and then, the dynamic pattern changes constantly to reflect changes in the death penalty laws in these countries. When country abolishes the death penalty this country will be gone from our pattern, taking away part of the identity.

Using our website with the identity everyone could see a situation with the death penalty laws in the world, could sign a petition, generate a unique poster with the current year pattern to protest against the death penalty. Activists used it to pressure governments in countries where the death penalty still exists.

Describe the results / impact

It's a long-lasting campaign. Because it needs time to give a huge impact on the death penalty abolishing process. But for now, the project has one huge and meaningful result - last year the first country - Kazakhstan has disappeared from the identity

The Republic of Kazakhstan has abolished the death penalty. President Kassym-Jomart Tokayev added his signature to a bill that commits to abolishing capital punishment. The campaign goal is to help Amnesty to abolish the death penalty across the world within 10 years.

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