Amnesty International Portugal: Letter from a Prisoner

Find the hidden message.

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To highlight the human rights violations that take place in prisons, Amnesty International Portugal used text written in real lemon juice in a direct mail campaign - a method prisoners sometimes use to communicate with the outside world.

The mailing, by McCann Erickson Lisbon, arrived as an apparently blank sheet of paper but with a message to iron the paper. The hidden message revealed a letter highlighting the problems and directing readers to the Amnesty website. The agency says donations have increased by 35% following the campaign.

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About

Credits
Date
May 07, 2012
Agency:
McCann Erickson - Lisbon, Portugal
CD:
Jose Marques
Client:
Amnesty International Portugal
AD:
Tiago Pinto
CW:
Pedro Dias
Additional:
Sonia Correia
Additional:
Rui da Paz
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