In 2010, Burma held its first elections in 20 years. These elections would have been meaningless if more than 2,100 political prisoners remained locked up in Burma’s squalid prisons. Human Rights Watch created a campaign calling for the release of these innocent prisoners by utilising added pressure from the public and the United Nations.

A giant installation (7’x 18’) was built at New York’s Grand Central Terminal. The installation featured a massive mock prison with 200 miniature cells and 2,000 pens in lieu of cell bars. Visitors could remove the pens to symbolically free the prisoners, and then use the pens to sign an onsite petition calling for their release. The experience was recreated online, allowing many more people to participate through an interactive digital banner. People could then sign and share their thoughts and experiences on the Human Rights Watch Facebook page.

The results were indeed impactful:• In less than 12 hours, tens of thousands of signatures were collected from people of 86 countries.

• The installation attracted media from around the globe, including The New York Times, Time Out, The Wall Street Journal, Reuters and many other outlets.• The petition book was sent to the United Nations Secretary General and leaders of countries that maintain close ties with Burma.

• After the showing at Grand Central, the Czech government paid to have the installation rebuilt, and toured it through Prague and Brussels, further adding awareness globally.

• Human Rights Watch attracted over 80,000 people to their home page due to the integrated campaign.

• Most importantly, more than 150 political prisoners have since been released, including opposition leader Aung San Suu Kyi.