Most people don’t speak up against the death penalty because they don’t believe 1 voice can make a difference. Think Centre needed to make individuals see that if each one lends their voice, the collective voice gets louder and stronger in combatting the death penalty.

As a NGO, Think Centre needs to depend on time, ideas and resources pooled by supporters for production. Road Shows and Poster Sites donated by media to support the cause.

The sound waves on the poster starts from the headline which acted as a catalyst to trigger the bigger soundwave in the middle that sliced up the symbol of death penalty - the noose. Hence, the typography was treated with subtle extension to its ascenders and descenders that mimic soundwaves. The lines of the magnified soundwaves that is slicing up the noose are made up of actual incised lines on the poster.