In 2009, misery is more present than ever. Amnesty fights misery because in many cases it is also a consequence of Human Rights’ violations.We used a contemporary, modern and didactic approach that allowed us to show and to speak about the many forms and consequences of poverty.With eBoy (pixel art artists), Amnesty created a visual of a city depicting dozens of situations of misery and their consequences, with violations of human rights everywhere.

To highlight these situations of misery, Amnesty launched its campaign with a site: www.1millionclicksagainstpoverty.orgFirst, to create awareness for this site, we set up some street actions: people living in misery and deprived of their human rights used the most modern technologies to direct people to the site, such as text messaging, LED screens and Internet.

Widgets were also created and distributed via the Net. They featured people in situations of misery who lived on your computer and directed users to the site by a simple click on the message “poverty is modern”.

Once the complete visual had been revealed on the site, it was turned into magazine ads and outdoor posters.1. At the same time: street actions and tools on the net created traffic to the site.2. The site.3. Print ads and outdoor posters, large scale posters sold in different places in aid of Amnesty.

The visual was revealed in only 3 days.That means: 1 million hits on the site in 3 days Increase in the number of donations: +25%