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Roy Wisnu, art director
Chris Swift, writer
Aaron Padin, design director
Mason Hedgecoth, interactive creative director
Andrew Clarke, executive creative director
Harvey Marco/Peter Nicholson, chief creative officers
Martin Legowiecki, technology director
Izzy Levine, director of photography
Elizabeth Corkery, art buyer
Paul Charbonnier/John Minze/Tadd Ryan, producers
Clair Grupp/Kit Liset/Pam Scheideler/Nick Scotting, executive agency producers
Cigar Box Studios, Inc, production company
JWT New York, ad agency
Human Rights Watch, client

In 2010, Burma held its first elections in twenty years. These elections would have been meaningless if more than 2,100 political prisoners remained locked up in Burma's squalid prisons. Human Rights Watch created a campaign calling for the release of these innocent prisoners by utilizing added pressure from the public and the United Nations. Postcards were sent to people in the New York area to raise awareness of the event and the need for action. A giant installation (7' x 18') was built at New York's Grand Central Terminal. The installation featured a massive mock prison with 200 miniature cells and 2,000 pens in lieu of cell bars. Visitors could remove the pens to symbolically free the prisoners, and then use the pens to sign an onsite petition calling for their release. The experience was recreated online, allowing many more people to participate through an interactive digital banner. People could then sign and share their thoughts and experiences on the Human Rights Watch Facebook page. "In less than 12 hours, tens of thousands of signatures were collected from people of 86 countries. The installation attracted media from around the globe. The petition book was then sent to the United Nations' Secretary General and leaders of countries that maintain close ties with Burma. Due to its success, the installation toured Prague and Brussels. Human Rights Watch attracted over 80,000 people to their homepage. Most importantly, more than 150 political prisoners have since been released, including opposition leader Aung San Suu Kyi."


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