The original challenge was to raise the profile of Freedom from Torture with an informed audience who would be potentially supportive of Freedoms work.The campaign ran in 2 national newspapers popular with our desired demographic and within 1 week, generated 204,000 unique visits to the Freedom from Tortures website.

Bogus job ads were placed in the recruitment part of newspapers, advertising the position of a torturer.The ads looked identical to conventional recruitment ads, complete with logos and industry awards.The copy describes horrific acts but is written in conventional business-speak.Half-way through, the copy changes and explains that although recruitment ads for torturers are rare, sadly, the jobs exist and there is no shortage of candidates.The copy ends by explaining that this really is a recruitment ad.

Freedom from Torture has a job for all of us: to support the important work that they do.

Freedom from Torture is a UK based organisation dedicated to the care of survivors of torture.They speak alongside survivors to raise awareness and influence decision makers.

Their challenge was to generate more awareness and support from the general population by directing people to their website.We believed that a campaign of bogus recruitment ads for torturers would be the most effective way to draw attention to how important it is for people to make a stand against the widespread use of torture and ill-treatment.