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
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.’