Cannes Lions
TABASCO, Kiev / AMNESTY INTERNATIONAL / 2014
Overview
Entries
Credits
Execution
We staged an illegal arrest in the cinema.
Then we invited the opinion of this video of arrest directly from leaders of civil society: community activists, journalists, NGOs etc.
One of opposition political parties and Council of Lawyers of Ukraine started to share and discuss the case immediately. This caused a storm of debate and discussions among lawyers, activists and journalists.
Then we revealed that the arrest had been staged, but people went on discussing how civil society and lawyers should act to prevent illegal arrests.
Outcome
We planned to collect 12,000 letters and collected 16,439 (137% of the planned goal).
Media coverage – 620,000 people.
But much more significant result is that the action took place just in time.
We didn’t expect that in five days after our staged performance the capital of Ukraine would be swept by illegal arrests of more than 200 peaceful protesters. Thousands of lawyers saw our campaign. This time civil society had at least 5 days to think and decide how they personally would act in similar situations.
And they acted. By February, 14th 234 illegally arrested Ukrainians have been released.
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