Bogus job ads were placed in the recruitment part of newspapers, advertising the position of a torturer.The ads looked identical to conventional recruitment ads, complete with logos and industry awards.The copy describes horrific acts but is written in conventional business-speak.Half-way through, the copy changes and explains that although recruitment ads for torturers are rare, sadly, the jobs exist and there is no shortage of candidates.The copy ends by explaining that this really is a recruitment ad.

Freedom from Torture has a job for all of us: to support the important work that they do.

The original challenge was to raise the profile of Freedom from Torture with an informed audience who would be potentially supportive of Freedoms work.The campaign ran in 2 national newspapers popular with our desired demographic and within 1 week, generated 204,000 unique visits to the Freedom from Tortures website.