Cannes Lions

AMNESTY INTERNATIONAL

LOWE GGK, Prague / AMNESTY INTERNATIONAL / 2012

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Overview

Description

BACKGROUNDOn 10th October, the 9th year of The World Day against the Death Penalty took place, supported by Amnesty International.CHALLENGEThe goal of the campaign was to use the occasion of the World Day against the Death Penalty to point out the importance of this topic, and provoke social discussion.IDEAThe campaign was inspired by some of the current methods of the death penalty, including hanging, beheading and the electric chair. Using an innovative media choice, we made a fitting connection of media and motive to highlight the issue.

Execution

In metro trains and trams in the 3 busiest sectors of the Czech Republic, handgrips were fitted with material that made them resemble nooses, and seats were fitted to resemble electric chairs.Hanging banners in metro stations evoked guillotines. We also created a press pack, sent to the nation's biggest newspapers, with a tie designed to resemble a noose.

Outcome

Approx. 2.5m Czechs exposed to our messageCoverage in the top Czech daily newspapersHundreds of signatures on the Czech Amnesty International website, in a country where the death penalty is considered a non-issue.

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