Cannes Lions

AMNISTIA INTERNACIONAL

CONTRAPUNTO, Madrid / AMNESTY INTERNATIONAL / 2002

Awards:

1 Shortlisted Cannes Lions
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Overview

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Overview

Description

To make a lot of noise, to generate awareness of these cases, calls to the call-centre of Amnesty International, visits to the web site, attracting new members with a very small budget. Bringing the NGO closer to the Spanish public, changing the elitist image that it had in this country until not long ago and bringing it closer to the people, demonstrating that they are not just fighting for human rights in general, but that they are fighting for the people themselves. Amnesty International does not really have precise information about the number of new members that have joined as a result of the posters campaign, at that time it was not the only campaign that A1 was carrying out. Regarding the calls received in relation to the posters campaign, the organisation did notice a strong increase in the number of calls to its call-centre requesting information about the cases. The department planned how much money Amnesty International had available, and it decided to forget about traditional media, since most of the money was spend on the production of the posters.

In the end, the spaces where the posters were going to be placed (wall and ceiling) was granted for free. It is an idea that could have only been carried out with this type of media, since the aim was to bring reality closer to the spectator, making him feel the same as those women were feeling at the moment, or at least lead him to imagine how they felt. The places where the poasters are located and their scale of 1:1 makes the image turn into reality in the minds of our targets. For example, this idea would have never worked in a newspaper or on a 8x3 hoarding.

Execution

The department planned how much money Amnesty International had available, and it decided to forget about traditional media, since most of the money was spend on the production of the posters.

In the end, the spaces where the posters were going to be placed (wall and ceiling) was granted for free.

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