Cannes Lions

HUMAN RIGHTS WATCH

JUNG von MATT, Hamburg / HUMAN RIGHTS WATCH / 2012

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Overview

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Credits

OVERVIEW

Execution

Human Rights Watch wanted to draw attention to the increase of torture following the Arab Spring.

A non-transparent glass cube was erected in the centre of Berlin. With a special sticker, passers-by could make the walls see-through and every sticker became a window to see inside. The passers-by saw a torture scene reminiscent of what is currently happening inside prisons.Transparency is one of the key themes at Human Rights Watch. By making the torture visible, victims are given a voice and political pressure is put on the regime. Human Rights Watch is opening these “windows” all over the world and shedding light on abuses.

Outcome

It mattered that people weren’t just passive observers, instead people needed to get involved. With the help of the stickers and the glass cube, we turned passers-by into activists. Thousands of stickers were distributed, most were stuck on straight away. At the end, all the walls of the cube were see-through and the torture scene was completely revealed.The campaign took place at Germany’s political heart - Berlin. Therefore the campaign received plenty of attention and caught the eye of many journalists and politicians.

The cube became a symbol against torture.

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