Human Rights Watch (HRW) Case study BURMA by J. Walter Thompson New York


Pin to Collection
Add a note
Industry Public awareness
Media Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Andrew Clarke, Kash Sree
Art Director Roy Wisnu Hariadi
Copywriter Chris Swift
Producer Paul Charbonnier, John Minze, Tadd Ryan
Photographer Izzy Levine, Bill Bramswig, Platon
Released April 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: PETITION
Date of First Appearance: Jun 22 2010
Chief Creative Officer: Harvey Marco/ Peter Nicholson (JWT New York)
Executive Creative Director: Andrew Clarke (JWT New York)
Head of Art: Aaron Padin (JWT New York)
Art Director: Roy Wisnu (JWT New York)
Copywriter: Chris Swift (JWT New York)
Director of Photography: Izzy Levine (JWT New York)
Interactive Creative Director: Mason Hedgecoth (JWT New York)
Director of Integrated Production: Clair Grupp (JWT New York)
Director of Production: Nick Scotting/Kit Liset (JWT New York)
Producer: Paul Charbonnier/John Minze/Tadd Ryan (JWT New York)
Digital Production: Pam Scheideler/Martin Legowiecki/Charlie Shipman/William Mincy/Sean Tarrant/Gabe (JWT New York)
Account Executive: Lindsay Gash (JWT New York)
Art Buyer: Elizabeth Corkley/Sara Levi (JWT New York)
Project Manager: Elaine Barker/Jessie Hoyt (JWT New York)
Photographer: Izzy Levine/Bill Bramswig/Platon
Production Company: (Cigar Box Studios Inc./Graphic Technology/Uni-Graphic/Print International/Circle Graphics/C2 Graphics)
Post Production: Michelle Carman/Cameron Lewis/Will White (JWT New York)
Editing House: (JWTwo)
Digital Studio: (JWT Digital Studio)
Rich Media Partner: (EyeWonder)
Media placement: Direct Mailing - Postcards - New York Metropolitan Area - 14 June 2010
Media placement: Installation - Grand Central Terminal, New York City - 22 June 2010
Media placement: Installation - Foyer Of Svetozor Theater, Prague - 10 March 2011
Media placement: Installation - European Parliament, Brussels - 24 March 2011
Media placement: Digital Banner - Time Out Website - 29 April 2011

Describe the campaign/entry
In 2010, Burma held its first elections in 20 years. These elections would have been meaningless if more than 2,100 political prisoners remained locked up in Burma’s squalid prisons. Human Rights Watch created a campaign calling for the release of these innocent prisoners by utilizing added pressure from the public and the United Nations.

Describe how the campaign/entry was launched across each channel in the order of implementation
Postcards were sent to people in the New York area to raise awareness of the event and the need for action. A giant installation (7’x 18’) was built at New York’s Grand Central Terminal. The installation featured a massive mock prison with 200 miniature cells and 2,000 pens in lieu of cell bars. Visitors could remove the pens to symbolically free the prisoners, and then use the pens to sign an onsite petition calling for their release. The experience was recreated online, allowing many more people to participate through an interactive digital banner. People could then sign and share their thoughts and experiences on the Human Rights Watch Facebook page.

Give some idea of how successful this campaign/entry was with both client and consumer
In less than 12 hours, tens of thousands of signatures were collected from people from 86 countries. The installation attracted media from around the globe. The petition book was then sent to the United Nations’ Secretary General and leaders of countries that maintain close ties with Burma. Due to its success, the installation toured Prague and Brussels. Human Rights Watch attracted over 80,000 people to their home page. Most importantly, more than 150 political prisoners have since been released, including opposition leader Aung San Suu Kyi.