Where Good Grows
It's not happening here, but it's happening now For Amnesty

Results for good
Issue | Human rights, diversity & equality

People & Planet:


Brand & Bottom line:

Increase in visits to Amnesty's website




Amnesty International wanted to draw attention to the global issues they are currently dealing with – including torture, human rights abuses, unfair detention and child soldiers.

Target Group:


It is easier for people to identify with issues when they are in their local setting. This insight meant that these problems were no longer on the other side of the world and easy to ignore – they were on people’s doorsteps.


In this ambitious poster campaign in Switzerland, 200 posters painstakingly re-created their background, so that the poster seemed not to be there at all. Superimposed onto each poster was an image that depicted the issues Amnesty deals with. By making these issues real to people and contextualising them in the viewer’s immediate surroundings, Amnesty International found a very powerful means of furthering their cause.


As a result of these posters, Amnesty International saw a twentyfold increase in visits to their website, proving that great ideas will always encourage action.


Walker, Zurich - Cornelia Nünlist - .


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