Title	THE CELL
Brand	AMNESTY NORWAY
Product/Service	HUMAN RIGHTS
Category	A06. EVENTS & EXPERIENTIAL (INCL. STUNTS)
Entrant Company	TRY/APT/POL Oslo, NORWAY
Advertising Agency	TRY/APT/POL Oslo, NORWAY

Name	Company	Position
Sara Hødnebø	TRY/Apt/POL	Creative
Sindre Rosness	TRY/Apt/POL	Creative
Bård Rostrup Gabrielsen	TRY/Apt/POL	Creative
Caroline Ekrem	TRY/Apt/POL	Creative
Maja Folgerø	TRY/Apt/POL	Creative
Lars Mitlid	TRY/Apt/POL	Account Manager
Linda Tillier	TRY/Apt/POL	Project Manager
Edmundo Navasca Cruz	TRY/Apt/POL	Developer
Rickard Roslund	TRY/Apt/POL	Designer
Tommy Lybekk	TRY/Apt/POL	Designer

The Campaign

Information: Prisoners of conscience: People who are imprisoned for criticizing the government, premarital sex, sexual preferences, dressing inappropriately or religious beliefs. SMS activist: Amnesty´s simple and effective network to gather signatures to liberate prisoners of conscience. 1 of 3 cases has a positive outcome. Summary: Every year thousands of people is imprisoned for criticizing the government, premarital sex, sexual preferences, dressing inappropriately or their religious beliefs. This injustice rarely reaches the headlines in Norway. Amnesty Norway wanted to set prisoners of conscience on the agenda and spread knowledge about what Norwegian people could do to help. We immediately caught the medias attention by imprisoning a well-known musician for not believing in God, followed by actors, significant politicians, journalists and others for their beliefs and behaviors that would lead to jail in other countries. During 4 days and nights 79 people were imprisoned, and a simple solution to help get them out was presented: Become a SMS activist. Every big news channel in Norway sat prisoners of conscience on the agenda. Celebrities and other people were spreading it trough social media, even Norway’s nr. 1 gossip magazine printed a two-page article about the subject, reaching readers far beyond Amnesty’s regular audience. Every second from the cell was live streamed, reaching every corner of Norway. The cell was never empty, the demand was so great we had to turn down people who wanted to be imprisoned because of the time limitation. After 4 days Amnesty´s network had grown with 10%

The Brief

The goal was to reach out to the Norwegian people, making them aware of prisoners of conscience and how they can help. We wanted to reach that goal by creating attention in the media and trough social media.

Results

Action/Business Impact: Amnesty´s SMS activist network grew by 10% Media coverage (with zero media budget): - The leading TV news channels in Norway, NRK and TV2, headlined the stunt for 6 minutes each on both directTV and web-TV - Headline news in Norway's biggest online newspapers VG and Aftenposten, both written and web-TV - Double spread in Norways biggest gossip magazine, reaching a target group Amnesty normally does´t reach out to. (This spread alone reached 10% of the population) In addition to web tv coverage from their online site. - Local newspapers from all around Norway made stories on people from their area who was imprisoned. - Radio interviews on NRK P2 news and NRK Buskerud - Other online media coverage: Side2.no, liberalen.no, Blikk.no, gaysir.no, TV8.no - Celebrities and others spread the message trough social media.

Execution

We built a cell in the busiest square in Oslo and imposed the laws of oppressive governments on well-known politicians, journalists, actors, musicians and others. During 4 days and 79 people were jailed for their beliefs and behaviors that would lead to jail in other countries. A simple solution to help get them out was presented: become a SMS activist. Everything was live streamed online day and night. The campaign run according to the original plan, actually, the demand was so great we had to turn down people who wanted to be imprisoned because of the time limitation. We immediately caught the medias attention by imprisoning a well-known musician for not believing in god, followed by actors and significant politicians. Every big media channel came to the cell, documenting the event and spreading knowledge about prisoners of conscience to the Norwegian people.

The Situation

Every year thousands of people are imprisoned for criticizing the government, premarital sex, sexual preferences, dressing inappropriately or religious beliefs. This injustice rarely reaches the headlines in Norway. Research showed us that many people in Norway was not aware of prisoners of conscience or of Amnesty Norway's effective and simple tool, SMS activism, to help liberate them. We needed to spread knowledge, and with zero media budget, it was crucial to catch the medias attention.

The Strategy

Amnesty Norway work hard to spread knowledge about the thousands of prisoners of conscience around the world and how Norwegian people can help. But, in people’s busy everyday life, it’s hard to get their attention. We had to make people aware of what’s going on in other countries and connecting them simply by communicating that prisoners of conscience is people who are imprisoned for things we Norwegians do every day, rights we take for granted. While making the Norwegian people aware, we wanted to present Amnesty Norway´s solution to help, their SMS activist network. With zero media budget it was crucial to catch the medias attention.