AMNESTY INTERNATIONAL: TORTURE MEETS MODERN ART

Name	Position	Company
Dr. Stephan Vogel	Executive Creative Director	Ogilvy Frankfurt
Christian Mommertz	Creative Director	Ogilvy Frankfurt
Christian Schönwälder	Artist	Galerie Diskus
Christoph Lode	Chairman of Ai Section Mannheim	Amnesty International Mannheim
Rolf Lauter	Director of Mannnheier Kunsthalle	Mannheimer Kunsthalle
Friederike Vogel	Account Management	Ogilvy Frankfurt
Friedrich Detering	Graphic	Ogilvy Frankfurt
Aziz Wakim	Photographer
Christina Hufgard	Art Buying	Ogilvy Frankfurt

The Amnesty International 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. We disguised torture as a modern art sculpture and exposed it in the most unusual context, the big local Art Museum (Kunsthalle Mannheim). Because in museums you'll find people of higher education and income than in ordinary contexts - the profile of potential Amnesty supporters. The artist Christian Schoenwaelder created the sculpture for us. Over 7,000 visitors saw the sculpture in the Museum. We had large PR coverage in local and national newspapers. And we created PR in magazines where Amnesty normally would never get in: Art Magazines and Marketing Periodicals. The clickrates on amnesty-international.de during the promotion were 16% higher than in the previous months. The local Amnesty Group in Mannheim had 50% more applications for membership right after the promotion.