Cannes Lions

HUMAN RIGHTS AWARENESS

AIR, Brussels / AMNESTY INTERNATIONAL / 2010

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Overview

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Overview

Execution

In 2009, misery is more contemporary than ever.For this campaign, we used contemporary means to show and to speak about poverty.To create awareness for the site www.1millionclicksagainstpoverty.org we set up street actions: people living in misery and deprived of their human rights used the most modern technologies to direct people to the site, such as text messaging, LED screens and internet.People in situations of poverty sat on the sidewalk and asked passers-by to help them, either using a LED screen with a plea for help scrolling across it or by asking them to send a text message.These requests led passers-by to the website where they could help fight misery.

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