Rational
Aim
Witness describe themselves as striving to ‘open the eyes of the world to human rights abuses’. It was this description that gave us the insight for our campaign: to draw attention to those issues that often go unnoticed.
We decided on ‘Take Notice’ as the central message for our campaign, a challenge to the Western world’s desensitised audience.
Method
We set ourselves the goal of increasing awareness of Witness as an organisation as well as drawing the reader’s attention to a number of the human rights issues they are assoicated with.
We also wanted to ensure video advocacy was promoted throughout the campaign, as it is what makes Witness unique in comparison to other human rights organisations.
The Posters
We decided to use three bold, provocative headlines ‘We Shoot Children’. ‘We Capture Women’ and ‘We Target Men’. These were designed to initially shock the reader, who upon reading the copy further would realise their double meaning: ‘Shoot’, ‘Capture’ and ‘Target’ also relate to the process of video-recording, which is at the centre of the Witness organisation.
