The agency is developing a TV film and a print campaign to run in regional, national and international titles within the next two months.
The initiative follows the outcry over the treatment by US soldiers of prisoners at Abu Ghraib in Iraq and Guantanamo Bay in Cuba.
Heresy won the business after a pitch against a number of undisclosed agencies. Antonella Notari, a senior International Committee of the Red Cross executive, said: "Heresy has demonstrated that it has the kind of creative clout we are looking for."
The ICRC is hoping for offers of free airtime and ad space to publicise its message that people should press their governments to act against the abuse of detainees.