The Amnesty section of Mannheim (Germany) wanted to create new and strong public interest in their town, because people often avoid the classical Amnesty information desks in pedestrian zones and shopping malls

1. Over 7000 visitors saw the sculpture in the Museum during the first two weeks.2. We had a large PR coverage in local and national newspapers.3. We created PR in magazines where Amnesty normally would never get in:Art Magazines and Marketing Periodicals.4. The clickrates on amnesty-international.de during the promotion were 16% higher than in the previous months.5. The local Amnesty Section in Mannheim had 50% more applications for memberships right after the promotion.

On this briefing the agency had the idea to turn torture in to a modern art sculpture. We organised a cooperation with the Kunsthalle Mannheim and with the artist Christian Schönwälder (Dresden) who created the sculpture for us.We decided to bring the Amnesty content - the fight against worldwide torture - in the most unusual context, the biggest local Museum of Modern Art, because in art museums you'll find people of higher education levels and income than in ordinary contexts - the profile of potential Amnesty supporters.