Amnesty International Promo, Case study DEATH PENALTY by Lowe Prague

DEATH PENALTY

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Czech Republic
Agency Lowe Prague
Creative Director Eoin Welsh
Art Director Tereza Eschlerova
Copywriter Lucie Waldmannova
Designer Vera Matysova
Released September 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: AMNESTY INTERNATIONAL CZECH REPUBLIC
Product/Service: AMNESTY INTERNATIONAL
Agency: LOWE GGK
Creative Director: Eoin Welsh (Lowe GGK Prague)
Copywriter: Lucie Waldmannova (Lowe GGK Prague)
Art Director: Tereza Eschlerova (Lowe GGK Prague)
Account Manager: Jan Smida (Lowe GGK Prague)
Designer: Vera Matysova (Lowe GGK Prague)
Chief Executive Officer: Martin Lochmann (Lowe Ggk Prague)
Media placement: general awareness - Trams & metro trains throughout Czech Republic - 15/09 /2011

Summary of the Campaign
BACKGROUND
On 10th October, the 9th year of The World Day against the Death Penalty took place, supported by Amnesty International.

CHALLENGE
The goal of the campaign was to use the occasion of the World Day against the Death Penalty to point out the importance of this topic, and provoke social discussion.

IDEA
The campaign was inspired by some of the current methods of the death penalty, including hanging, beheading and the electric chair. Using an innovative media choice, we made a fitting connection of media and motive to highlight the issue.

The Situation
In 2011, 139 countries still enforced the death penalty.

During that year, almost 700 prisoners were executed.

On 10 October 2011, on the annual World Day Against The Death Penalty, Amnesty International wanted to highlight the issue in the Czech Republic, a nation with no death penalty.

The Goal
Our goal was to generate awareness of the issue, and the day, throughout the Czech Republic, and to generate discussion and debate, on an extremely low budget.

The Strategy
The initial spark for the idea was that the handgrip on trams and metro trains resembles a noose.

Trams and metro trains are used daily by around 2.5m Czechs, so they were the perfect medium. We expanded upon the idea, and approached the public transport companies, who were very open to the concept.

Execution
In metro trains and trams in the 3 busiest sectors of the Czech Republic, handgrips were fitted with material that made them resemble nooses, and seats were fitted to resemble electric chairs.

Hanging banners in metro stations evoked guillotines. We also created a press pack, sent to the nation's biggest newspapers, with a tie designed to resemble a noose.

Documented Results
Approx. 2.5m Czechs exposed to our message

Coverage in the top Czech daily newspapers

Hundreds of signatures on the Czech Amnesty International website, in a country where the death penalty is considered a non-issue.