| Title | FOUNTAIN AGAINST TORTURE |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | CAMPAIGN AGAINST TORTURE |
| Category |
B03. Use of Exhibitions / Installations |
|
Entrant
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SCHOLZ & FRIENDS Berlin, GERMANY
|
|
Idea Creation
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Credits
| Matthias Spaetgens |
Scholz & Friends |
Chief Creative Officer |
| Robert Krause |
Scholz & Friends |
Managing Creative Director |
| Mathias Rebmann |
Scholz & Friends |
Creative Director |
| Björn Kernspeckt |
Scholz & Friends |
Creative Director |
| Max Marohn |
Scholz & Friends |
Art Director |
| René Gebhardt |
Scholz & Friends |
Art Director |
| Nils Busche |
Scholz & Friends |
Copywriter |
| Johannes Stoll |
Scholz & Friends |
Photographer |
| Nick Anderson |
n/a |
Illustrator |
| Janine Ginzel |
Scholz & Friends |
Account Manager |
| Julia Klemann |
Scholz & Friends |
Account Manager |
| Kristin Ammon |
Scholz & Friends |
Agency Producer |
| Mantas Jockus |
n/a |
Cinematographer |
| Daniel Klessig |
Scholz & Friends |
Editor |
| Sebastian Thiel |
Scholz & Friends |
Technical Project Manager |
| Erik Tannhäuser |
n/a |
Sculptor |
The Campaign
The idea was to show people that they have the power to stop torture. That’s why Amnesty International created the "Fountain of torture". A monument that shows the horrors of waterboarding but can easily be stopped by donating.
Campaign Success
The monument was set up in several German cities in autumn 2015. Every opening ceremony was attended by local politicians, celebrities and former torture victims giving the idea additional media attention. Amnesty’s website also featured a digital version of the fountain.
Describe the success of the promotion with both client and consumer including some quantifiable results
One Euro was enough to stop torture temporarily for one minute. Cash donations alone amounted over 30,000 €. But Amnesty’s real success can’t be measured in Euros. They created a media picture that was spread rapidly by the press and social media. Torture that used to be an "other people’s problem" became a topic that moved hundreds of thousands. Amnesty International won thousands of new supporters. The average donation increased by an average of nearly 11%.
Explain why the method of promotion was most relevant to the product or service
The fountain of torture promotion successfully activated the majority of Germans that are strictly against torture but refrained from donating – because in their lives torture usually is an "invisible" problem.
Since Guantanamo the most well known symbol for torture is waterboarding. A form of torture that “simulates” painful drowning. To raise donations, Amnesty International confronted potential supporters with the horrors of torture where they least expected it: in their favorite shopping malls. This is where Amnesty created The fountain of torture. People could stop the waterboarding by donating at the interactive monument, via text messaging or on the Amnesty website.