Title	THE POSITIVE TWIST
Brand	INTERNATIONAL SOCIETY FOR HUMAN RIGHTS (ISHR)
Product/Service	CAMPAIGN AGAINST DEATH PENALTY
Category	B04. Posters
Entrant	SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation	SCHOLZ & FRIENDS Berlin, GERMANY

Name	Company	Position
Matthias Spaetgens	Scholz & Friends	Chief Creative Officer
Robert Krause	Scholz & Friends	Managing Creative Director
Olivier Nowak	Scholz & Friends	Creative Director
Ralf Schröder	Scholz & Friends	Art Director
Felix John	Scholz & Friends	Copywriter
Julia Klemann	Scholz & Friends	Account Manager

The Campaign

To promote both the success and the demand for on-going action, the creative idea of the campaign uses an eye-catching visual that works in two ways: Seen from one side, it celebrates the achieved results. Seen from the other side, it appeals for continued action against the death penalty.

Creative Execution

To promote both - the achieved results as well as the on-going struggle in the fight against the death penalty – we created an eye-catching campaign with a visual twist. The posters use a prominent visual that works in two ways: Seen from one side as a balloon, it celebrates the achieved results. Seen from the other side as the noose of the gallows, it appeals for continued action against the death penalty.

Indication of how successful the outcome was in the market

In the campaign period, the number of visitors to the IGFM website increased by 25 per cent. The donations in the time period increased by 15 per cent compared to the previous year.

To raise donations for IGFM’s fight against the death penalty, we wanted to communicate the organisation’s success as well as the continuous demand for action.