Tags: Industry: No ProfitCompany: Human Rights WatchAgency: J. Walter Thompson,J. Walter Thompson New YorkCountry: United StatesYear: 2010Type of content: Video case studyLanguage: EnglishTopics: Emotional Marketing, Social Marketing
As part of its campaign to help free Burma’s estimated 2,100 political prisoners, Human Rights Watch & JWT NY created an interactive installation at Grand Central Station. Consisting of hundreds of prison cells, a closer look reveals that the cell bars are actually pens. Visitors could remove the pens to symbolically free the innocent prisoners and then use the pen to sign a petition calling for their release. The installation will now travel to Prague and will be released in a digital format.(www.jwt.com)