Design > Brand-building

DISAPPEARING IDENTITY

SAATCHI & SAATCHI UKRAINE, Kiev / AMNESTY INTERNATIONAL / 2022

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Overview

Credits

Overview

Background

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.

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

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 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.

For the disappearing identity, was created a unique rough font. It associatively looks like the font of a digital clock, because the letters were built in a straight line. Our font has clear angles and most letters were built on a similar principle. You could ask, why did you use this technique?

The answer is in the idea of the disappearing identity. The whole identity is a kind of timer. In the beginning we have 54 countries with the death penalty, and then the countdown begins until it leaves none.

Describe the execution

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 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. Using our website everyone can sign a petition and 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.

List the 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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