An Opportunity for Change in BurmaIn early 2010, Burma’s human rights situation was at its most dire. The ruling State Peace and Development Council continued to systematically deny basic freedoms to citizens and sharply constrain political participation, despite the arrival of the first multiparty elections in 20 years. Human Rights Watch had the opportunity to help the Burmese people make a profound statement.“It was a historic moment in Burma’s history with the elections, an opportunity for change. We needed to use this moment to ensure the international community was focused on Burma.” 
– Elaine Pearson, Deputy Director, Human Rights WatchBut leaders of Burma’s political opposition, and monks involved in the peaceful protests of the “Saffron Revolution,” remained in prison, illegally persecuted, along with prominent intellectuals, artists and writers. Over 2,100 Burmese citizens were behind bars, for indefinite periods and for fabricated crimes, in a country where citizens have no freedom of speech or information.

It’s Human Rights Watch’s (HRW) stated mission to defend and restore human rights in Burma, beginning with the release of these political prisoners, and that became the focus of our campaign.We decided to help bolster HRW’s efforts by shifting the tone of its conversations toward a more emotional appeal, and created an attention-getting and provocative public art installation fueling a unique content strategy and awareness campaign.

Our efforts resulted in impact on the ground, with New Yorkers, and in the upper echelons of power, with the exhibition being replicated in several locations in Europe at the behest of top diplomats. Our message resonated on all the important levels, and eventually reached the Burmese government, which began releasing prisoners.The Campaign Strategy The Challenge: Inspire a select group of UN diplomats and their US/EU governments to increase efforts to convince an oppressive, isolated and completely unreachable regime in Burma to release 2,100 political prisoners.The Strategy: Get the citizens of New York City to interact with a subtly provocative art installation in Grand Central Station, the outcome of which would be a large public petition and emotionally charged documentary that Human Rights Watch could present at private briefing sessions for UN diplomats.The Ultimate Goal: Help get 2,100 unjustly imprisoned Burmese citizens out of jail.