Title	TORTURED HAND, STOPFOLTER.DE
Brand	AMNESTY INTERNATIONAL SEKTION DER BUNDESREPUBLIK DEUTSCHLAND
Product/Service	STOP FOLTER / STOP TORTURE
Category	B04. Use of Print
Entrant	MEDIAPLUS Munich, GERMANY
Idea Creation	MEDIAPLUS Munich, GERMANY
Media Placement	MEDIAPLUS Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Ekki Frenkler	Mediaplus	Executive Creative Director
Hans Zieringer	Mediaplus	Art Director, Text/Copywriter
Bernhard Fuchs	Serviceplan	Text/Copywriter
Hubertus Hamm	Hubertus Hamm	Photographer

The Campaign

In order to draw attention to the subject, we used a powerful medium with a large circulation and an advertisement that people couldn’t look away from. We wanted to make the pain of torture tangible! Given that there are so many different methods of torture used on victims’ hands, the theoretical path for our ad wasn’t too far away, because the idea that little pegs are driven under victims’ fingernails or that captives’ fingers would simply be nailed down isn’t all that far from staples being shot through hands.

Creative Execution

A brief passage of text draws attention to the fact that torture is employed in over 140 countries, encouraging readers to act against this outrageous barbarity alongside Amnesty International. The text in the ad calls attention to the Amnesty International Web site (www.stopfolter.de), where people were able to find out more information on the subject and make a donation. Donors then had the option of uploading an image with a blindfold to raise awareness of the campaign, and posting it on Facebook.

Amnesty International’s biggest concern was to make people aware of torture and prevent them from looking away. We achieved this objective! We generated 1.2 million contacts and the ad ensured a huge increase in signatures shortly after publication. On Facebook, around 22,500 individual images with blindfolds were posted – proof that the idea had an impact!

The objective was to draw attention to Amnesty International’s campaign STOP TORTURE and to gather as many signatures as possible.

Insights, Strategy and the Idea

SZ-Magazin is the perfect platform for an ad that needs to be both memorable and unique. With a responsible readership of above-average education, the magazine offers the perfect target group for the ad. In the centerfold of SZ-Magazin, where the pages are stapled together, we depicted a hand that had also been stapled in. With the staples in SZ-Magazin, which were deftly used for this ad, a media idea arose from a simple advertisement. When considering the ad, the pain is tangible thanks to the blood flowing from the wounds created by the staples. This ad leaves nobody cold. And that is exactly what we wanted to achieve!