Aiming to shift public opinion against capital punishment, Amnesty International released a thought provoking campaign called 'Strong Dish.' The organization printed life-sized photographs of the last meals of wrongfully executed men on paper place mats. The mats were then placed on food court trays across Puerto Rico. Along with the striking image was text that read "What would you order for your last meal?"
Ad agency DDB Latina conceived the ads in order to help Amnesty International convince Puerto Ricans that legalizing the death penalty is wrong. Photographer James Reynolds was commissioned to extend his existing 'Last Suppers' collection to include the meals of five innocent men who were executed in America. The new pictures reached millions of people online and several thousand offline.
What's Driving This Trend
- Thought-provoking Campaigns
- Creating campaigns that challenge people's beliefs and provoke thought can be a powerful way to shift public opinion.
- Utilizing Powerful Imagery
- Using impactful images that evoke strong emotions can help organizations convey their message effectively.
- Amplifying Offline Engagement
- Combining online and offline strategies can greatly expand the reach and impact of a campaign.
Who This Affects Most
- Advertising and Marketing
- The advertising and marketing industry can leverage thought-provoking campaigns to create meaningful conversations and drive social change.
- Photography
- The photography industry has an opportunity to use powerful imagery to raise awareness, challenge perceptions, and inspire action.
- Social Activism
- The social activism sector can learn from Amnesty International's campaign and explore innovative ways to engage the public in important social issues.
