First they came - Amnesty international

(360 integrated)

Last year was the deadliest on record for journalists.

In the UK, the threats are less visible but no less real.

Public trust erodes under waves of disinformation and smear campaigns.

Amnesty International wanted to bright this vital issue to light.

But it’s a tough sell to make the British public sympathetic to the press.

So we needed to show how a free press relates to other fundamental rights.

So we brought Paster Neimoller’s famous “First they came for the communists” poem, originally written in the aftermath of Nazi Germany, into the current age.

The words were graffitied in a public art stunt, splashed across billboards and print ads, brought to life in a social video and reproduced in a direct mail campaign.