Cannes Lions

TORTURE AWARENESS

RMG CONNECT, London / THE MEDICAL FOUNDATION FOR THE CARE OF VICTIMS OF TORTURE / 2008

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Kick-start donations from younger people. Motivate less political citizens to get involved. Strip away the immunity we’ve developed to hideous crimes that occur in faraway places. Use the power of the viewer’s imagination to transport them to a place they’d probably like to keep far away from, at the back of their minds. And in the process, play with preconceptions they have about social roles and stereotypes. We wanted to raise a few questions. Is torture more acceptable when it happens far away? Would you feel more outraged if it happened to a British citizen? Shouldn’t human compassion be universal?

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