Backround: on 10.October,9th year of THE World Day against the Death Penalty took place, supported by Amnesty International.Challenge:The 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 special discussion. Idea: The campaign was inspired by some of 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.