Social campaign for Amnesty International Poland
Category:
Ambient / Direct / Guerilla / Mobile
Awards&Honors:
GOLDEN DRUM - Gold
KTR > active advertising > experiental > silver
KTR > active advertising > promo&activation > bronze
KTR > digital > mobile > bronze
KTR > media > creative mobile > silver
KTR > active advertising > promo&activation > bronze
KTR > digital > mobile > bronze
KTR > media > creative mobile > silver
MIXX AWARDS - Winner
KREATURA - Winner
MOBILE TRENDS - Special mention
BEST ADS ON TV - Best Interactive of The Week
Credits:
Creative Director: Mateusz Felsmann
Creative/Copywriter: Radek Błoński
Art Director: Rafał Mierzejewski
Client:: Amnesty International
Agency: Artegence
August 2014
Creative Director: Mateusz Felsmann
Creative/Copywriter: Radek Błoński
Art Director: Rafał Mierzejewski
Client:: Amnesty International
Agency: Artegence
August 2014
BACKGROUND
As a result of torture innocent people are ready to sign false testimonies which they do not have an opportunity to read. The signatureis often an admittance of guilt, which results in a long prison or even a death sentence
IDEA
To one of the biggest music festivals in Poland we brought a specifically configured mobile wi-fi router with a free network called WeFree.
We used the fact that 90% of Internet users do not read terms of use which they accept. In order to get access to WeFree network one had to accept the terms of use on the mobile website. After logging in the network it turned out that the terms of use which were ignored by festival participants contained false testimonies and accepting it equaled admittance of guilt. The testimonies referred to the story of one of actual torture victims - Moses from Nigeria, and the petitions in that case could be signed directly from the website.
Due to using natural needs of the target group we succeeded in catching young people into a trap. Thanks to a simple trick we forced them to sign the confession of guilt while drawing their attention to the problem of torture and forced testimonies.
EFFECTS:
In the course of the campaign we managed to collect more than 8600 signatures. Moreover, our guerilla action proved that non-government organizations may successfully act during mass events without the support from their organizers.
