That’s why on the world day against the death penalty Amnesty launched the 'Death penalty test’. A microsite where people could condemn different characters to death by just clicking ‘yes’ or ‘no’. The campaign started a heated debate on social media. In the end everyone realised that reinstalling the death penalty is not as evident as they thought it was.

We wanted to show the people in Belgium that reinstalling the death penalty is never the answer. To get people to realize this, we created a microsite. In this online test, people were shown different characters with a few characteristics: the characters were filmed holding a sign with the crimes they committed. People could condemn these characters to death by just clicking ‘yes’ or ‘no’. With each character that passed, it got harder to choose between life or death.

In the end everyone realized that reinstalling the death penalty is not as evident as they thought it was.

The microsite was quickly picked up by all Belgian news sites and started a debate on social media, generating 1.6 million media impressions. The microsite was shared in 138 countries and 39.226 people took the test in only one day.