Witness for Torture is a human rights group that has been relentlessly campaigning for the closure of the Guantanamo detention centre. With little resources at their disposal, the group wanted to increase awareness of its cause. The strategy was to find an economical medium that was engaging and had longevity. So, elevator doors were used in an innovative way to dramatize the plight of prisoners who are held in islolation and in violation of international laws. The campaign launched in Dubai and will soon break in New York. Traffic to the group's website (www.witnesstorture.org) increassed by over 35% and so did subscriptions to its news feed. A higher click through rate was also recorded for links to allied sites, including ACLU's "Close Guantanamo" intiative and Amnesty's "Tear Down Guantanamo" campaign.
Agency: TBWA\RAAD Dubai, United Arab Emirates.