The photobomb proved to be an easily accessible vehicle for our message. Since the ISHR is known for creative ways to advertise their work, it was a perfect match. Being a current cultural phenomenon, the photobomb idea hit everyone who saw it within seconds. This underscored the relevance of the ISHR as one of the leading organizations to protect human rights across the globe.

Our reinterpretation of the photobomb meme evoked the approval of the informed and a strong will to support the ISHR among those who never heard of the problems shown. We therefore created a knock-on effect: The crowd seized the idea, shared it with people they know on- as well as offline, thus hinted at the mischief, ventilated the grievance by commenting online, and invited others to spread the message.

Due to the rather recent publication of the campaign, we could only get hold of preliminary results: With the first flight, we generated approximately 23.000 contacts altogether