Creative Data > Creative Data
SAATCHI & SAATCHI UKRAINE, Kiev / AMNESTY INTERNATIONAL / 2022
Overview
Credits
Why is this work relevant for Creative Data?
The identity of the death penalty is based on data. Among list of all countries of the world we used those where the death penalty is still legal. All of these 54 countries 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.
Background
Every day, people are executed and sentenced to death by the state as punishment for a variety of crimes. Amnesty International recorded at least 1,477 death sentences in 54 countries in 2020.
Some countries execute people who were under 18 years old when the crime was committed, others use the death penalty against people with mental and intellectual disabilities and several others apply the death penalty after unfair trials – in clear violation of international law and standards. People can spend years on death row, not knowing when their time is up, or whether they will see their families one last time.
Our objectives were to help Amnesty to spread awareness about the problems of this punishment (it is irreversible and mistakes happen, it does not deter crime, it is used as a political tool) and to show the current situation with the death penalty in the world.
Describe the creative idea / data solution
For 40 years, Amnesty has been campaigning to abolish the death penalty around the world. Amnesty monitors its use by all states to expose and hold to account governments that continue to use the ultimate cruel, inhuman and degrading punishment. Amnesty’s latest report, Death Sentences and Executions, was released in April 2021. The organization recorded at least 1,477 death sentences in 54 countries in 2020. 28,567 people were known to be under sentence of death globally at the end of 2020.
It's the first identity ever created not for product or organization - we've branded a wild and cruel tradition. 54 countries where death penalty is still legal became the style-forming elements of identity system. The dynamic pattern changes constantly to reflect changes in 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 identity.
Describe the data driven strategy
For 40 years, Amnesty has been campaigning to abolish the death penalty around the world. Amnesty monitors its use by all states to expose and hold to account governments that continue to use the ultimate cruel, inhuman and degrading punishment. Amnesty’s latest report, Death Sentences and Executions, was released in April 2021. The organization recorded at least 1,477 death sentences in 54 countries in 2020. 28,567 people were known to be under sentence of death globally at the end of 2020. These 54 countries became the style-forming elements of 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 identity.
Describe the creative use of data, or how the data enhanced the creative output
Amnesty monitors its use by all states to expose and hold to account governments that continue to use the ultimate cruel, inhuman and degrading punishment. Amnesty’s latest report, Death Sentences and Executions, was released in April 2021. The organization recorded at least 1,477 death sentences in 54 countries in 2020. 28,567 people were known to be under sentence of death globally at the end of 2020. These 54 countries became the style-forming elements of 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 identity.
List the data driven results
The main and the most significant result of the project is that the first country has disappeared from the death penalty identity system.
The Republic of Kazakhstan has abolished the death penalty on January 2, 2021. President Kassym-Jomart Tokayev added his signature to a bill that commits to abolishing capital punishment.
It's a long-lasting campaign. The final and the hardest goal ever is to help Amnesty to abolish the death penalty across the world within 10 years.
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