Creativity

Amnesty International UK: Unsubscribe Me

With the human rights abuse stories at both Abu Ghraib and Guantanamo as springboards, Amnesty International UK is highlighting this controversial issue with its new campaign dubbed "Unsubscribe."

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Published on Nov 06, 2007

Editor's Pick

With the human rights abuse stories at both Abu Ghraib and Guantanamo as springboards, Amnesty International UK is highlighting this controversial issue with its new campaign dubbed "Unsubscribe."

Playing off the familiar email list term, the campaign petition encourages concerned visitors to "remove" their name, so to speak, in the hopes of de-authorizing "Government acts of torture, rendition and illegal detention perpetuated under cover of fighting terrorism."

The centerpiece of the interactive portion of "Unsubscribe" is the startling two-minute short film, "Waiting for the Guards." Stark and grim, the film spotlights "belly slap," one of a handful of commonly-known interrogation methods used by the government. While it features a sweating, hooded prisoner dressed in only underwear, handcuffed behind his back and standing upon two boxes convulsing with fear, the more unsettling moments of the video focus on the interrogator himself, a well-dressed Brit who's engaged in cutesy phone chatter with his daughter before heading back to do his deed.

After viewing the film, visitors can then click through and if so inclined, join the cause and enter their name and email, which will lead them to a social networking site for "Unsubscribe" and other assorted goods like widgets pertaining to the campaign.

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About

Credits

Date
Nov 06, 2007
Client:
Amnesty International
Agency:
Drugstore
Copywriter:
Russell Schaller
Copywriter:
Ben Clapp
Copywriter:
Marc Hawker
Web Lead Designer/Developer:
Sam Collett
Production Company:
Dark Fibre Films
Art Director:
Russell Schaller

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