The main mission of Amnesty International is to uncover, document and make public the abuse of human rights. This campaign shows how human rights are abused each and every day – within only a few hours flying distance of us.The aim of Amnesty is to make people aware of the human rights abuse issue and to get the public interested in Amnesty International's mission.

The impact of the campaign lead to a twenty-fold increase in the number of visitors to the Amnesty International website.

The poster campaign entitled “It’s not happening here. But it is happening now” brings the worldwide abuse of human rights straight to Swiss doorsteps. Two worlds collide on 200 individual posters, every single one adapted to match its respective surrounding. The brutal scenes from Guantanamo for instance suddenly take place in the middle of Zurich.

With a total of only 200 posters, the campaign is triggering a resounding national and international echo. After the start of the campaign there were extensive media reports both inside and outside Switzerland as well as intensive discussions on the campaign in over 400 weblogs.