Direct > Best Use of Direct Marketing

WAILING WALLS AGAINST INJUSTICE

LEO BURNETT FRANKFURT, Frankfurt / AMNESTY INTERNATIONAL / 2013

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

In many countries, people are held behind prison walls simply because of their political views.

Walls are a symbol of tyranny and oppression in the world.

Execution

With this act, we addressed people in their immediate environment and drew attention to a human rights issue in an unusual and surprising way.

Implementation

To denounce these abuses, Amnesty International transformed walls in public spaces into Wailing Walls Against Injustice.

We installed images of barred doors and windows recreated prison cells, behind which eight real destinies from eight different countries are concealed.

People encountering one of these objects in the city could use their smartphone to learn more about the person via QR code or URL. In addition, people were asked to leave their personal desires and hopes for justice on a virtual wailing wall. This way people became part of a large petition that was forwarded to the appropriate government officials at the end of the campaign.

Outcome

For Amnesty International Frankfurt, Wailing Walls against Injustice was their biggest campaign ever. The media coverage was immense: Reports in all major German newspapers, on the web, radio and TV unveiled the Wailing Walls Against Injustice nationwide. Via print we reached more than 276,000 people, on TV and radio we had over 534,000 viewers and online almost 12m visits. And moreover, today's virtual wailing wall is still filling up with countless little yellow wishes calling for an end to injustice the world.

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