From Abuse to Abolishing the Death Penalty

 - Nov 30, 2010   Updated: Mar 24 2011
Amnesty International campaigns do not only reach many eyes, they also pull the heartstrings of many as well.

Often using disturbing images, these Amnesty International campaigns don't try to hide the ugliness of the horrifying human rights violations they fight against. Rather, the organization chooses to make shock their viewers into action and empathy.

Implications - Though they are undoubtedly the most noble form of advertising, PSAs and campaigns for charitable organizations may be the most difficult to develop. Figuring out how to package particularly harsh, disturbing or generally unpleasant subject matter in a way that is suitable for a wide audience is a difficult task that many ad agencies struggle with. The shock factor is favored in this case, as it drives the noble message home and ensures memorability.