In November 2010, the United Nations were supposed to vote for a moratorium on the death penalty. Amnesty international wanted to draw attention to this issue so that people would get involved and put pressure on their governments.

Only 58 countries are left to be convinced of abolishing the death penalty.
But regardless of the progress that has been made, people seem to think the fight to abolish the death penalty will never be totally successful.

They needed to be reminded that eventually they would be successful.

Idea

Politcians, journalists and opinion formers were mailed a candle in the shape of the electric chair. By lighting up the candle and letting the chair melt away into nothingness they could help bring death to the death penalty.

They were invited to write and talk about the mailing and the issues it raised, which most of them did.

Results

The media coverage was exceptional. From the relatively small list of journalists, 11.5 million people were exposed to the debate.

In addition, the President of Amnesty International France was invited onto a live news broadcast to present the campaign.

15 other countries liked the idea so much they have adapted it for their own markets, a first within the Amnesty network.

On 11^th Nivember, the United Nations did vote for a moratorium against the use of the death penalty all over the world.

Editor’s Comment

Okay, this is a year old. And yes, it’s a charity piece. But it’s worth talking about if only because agencies often do their very best work with not-for-profit clients.

It’s partly because they want to do their very best; and partly because, since they aren’t paying for it, the clients have to buy what they are presented.

That’s how the entire industry can get to showcase what it is capable of so that, eventually, commercial clients may try a few of the same techniques.

This, for instance, is about targeting and how identifying one group of people can lead you to millions.

Of course, if you want journalists to pass your message on to their readers and viewers, then there has to be something in it for them.

Not just a story, I would argue, but a story well told.

If Amnesty had simply written journalists a letter about the UN moratorium, it’s possible a few papers would have printed small stories. The fact that they mailed out a candle alive with symbolic significance led to PR to a value of well over €1 million.

A service brand, even an FMCG marketer, could do the same. But the principle remains the same. The story has to be clear but, above all, it has to be well told. It’s what we old timers call creativity.

Client: Amnesty International

Product: Amnesty international

Title: Death Penalty

Country: France

Date: October 2010

Agency: TBWA Paris

Creative Team

Creative Directors: Eric Holden, Remi Noel

Art Director: Philippe Taroux

Copywriter: Benoit Leroux

Art Buyer: Barbara Chevalier, Dorothee Dupont

Photographer: Roger Turqueti