To promote both the success and the demand for on-going action, the creative idea of the campaign uses an eye-catching visual that works in two ways: Seen from one side, it celebrates the achieved results. Seen from the other side, it appeals for continued action against the death penalty.

To promote both - the achieved results as well as the on-going struggle in the fight against the death penalty – we created an eye-catching campaign with a visual twist. The posters use a prominent visual that works in two ways: Seen from one side as a balloon, it celebrates the achieved results. Seen from the other side as the noose of the gallows, it appeals for continued action against the death penalty.

In the campaign period, the number of visitors to the IGFM website increased by 25 per cent. The donations in the time period increased by 15 per cent compared to the previous year.