NEWS: ‘Dead Man Walking’ initiates theme for latest Amnesty ads

Amnesty International has launched its 1996 campaign with an ad that rides on the success of the Oscar-winning film, Dead Man Walking.

Amnesty International has launched its 1996 campaign with an ad that

rides on the success of the Oscar-winning film, Dead Man Walking.



The campaign, which broke at the weekend, will run throughout 1996. It

was created by Amnesty International’s agency of record for the past six

years, Chaos Communications, with media buying and planning through CIA

Medianetwork.



With the headline, ‘And now, for your viewing pleasure,’ the first ad

features a picture of an electric chair. The copy begins by reminding

people that 56 people were executed in the US last year alone. It also

runs an excerpt from Dead Man Walking.



The ad, unlike many previous Amnesty ads, is not based on a case study

of a torture victim, simply on the subject of execution itself. The

subject of execution has always been a difficult one to raise funds on

as the public is generally in favour of the death sentence, Indra Sinha,

a partner at Chaos, admitted.



Amnesty will continue with its use of full-page ads in national

newspapers, which continues to go against the trend of charity

advertising, according to Sinha, who explained: ‘We started the strategy

of using large spaces and it has paid off for Amnesty. The response

rates to our ads have really been tremendous.’



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