Cannes Lions

WEFREE

ARTEGENCE, Warsaw / AMNESTY INTERNATIONAL / 2015

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Overview

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Credits

OVERVIEW

Description

Our goal was to draw people's attention to the issue of false testimonies and collect signatures under petitions to forbid the application of torture. Our action was designed to rise intense emotions of target group to involve them in the problem and make them take immediate action. For this purpose we used special touchpoint which was a mobile login page witch grants free Internet access during the big music festival.

Execution

At the festival area, we brought a specially configured mobile Wi-Fi router, with a free network named WeFree. To get access to the WeFree network the user had to accept the terms and conditions (90% of Internet users do not read the terms and conditions that they accept) on our mobile site. After log in, it transpired that these unread conditions contained false confessions, whose acceptance was an immediate admission of guilt. The confession was based on the story of a real torture victim, whose petition could be signed directly from the mobile page.

Outcome

The action provoked the desired response. During the “Stop torture” campaign we managed to collect over 8600 signatures and this guerilla action proved that NGOs can take effective action at mass events without support from the organizers.

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