Our aim was to draw people’s attention to human rights violations and to encourage the general public to find out more at ishr.org.

We used the thing users most often do when an advertising banner pops up: as usual, without much thought, they click the banner closed.

But to achieve our aim, we used a little trick: The German word for “Close” is “Schliessen”. Leaving out one of the letters in the middle makes it into a completely different word: “Schiessen ,” the German word for “Shoot”.

On Human Rights Day we launched an online banner
showing a prisoner, and replaced the label
“Schliessen” (Close) with “Schiessen” (Shoot).

When users clicked the banner closed – as they always
do – the prisoner was shot to death. The message:
You share the guilt when you ignore human rights violations. Read Less