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Amnesty International
VCCP
Agile Films
This advertisement aimed to raise awareness of the weapons being sold and traded at a London arms fair, as a result of a legal loophole. Running in parallel with the Defence and Security Equipment International (2015) event in London, Amnesty International decided to promote the event using a colourful and tongue-in-cheek campaign, intended to provoke a response from both the public and UK Government. The campaign was featured in print, social, digital and cinemas.
The campaign reached over 3 million people on Facebook and generated 628,000 views. The campaign also drove action from the public and the Government: there were 23,000 petition signings and e-mail actions, 53% more than the average ‘stop torture’ campaign, and a commitment was secured from the Government to look further into the issue. One month after the campaign, a vote was passed by a margin of 630 to 30 votes in the European Parliament in favour of closing the loophole.[1]
[1] Data provided by VCCP
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