Amnesty International Seeking 500,000 “protesters” to Complete Virtual Tear-down of Guantánamo
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“This new Web site pushes the limits of Flash technology,” says internet communications director Steve Daigneault. “Instead of merely signing a petition and spreading the word through e-mail, this site allows the user to actually ‘own’ the pixel that he tears from the photo of Guantánamo. Every pixel is different. Personalized, the pixel becomes part of a larger picture and vision of justice and the restoration of human rights.”
Signing the online pledge pulls a pixel from a photograph depicting hooded and handcuffed prisoners at the detention site. The pixel is replaced with the user’s name, serving as a permanent reminder of his participation in the project. After removing a pixel, each visitor will be given a badge that he can take and post on his social networking page.
The Web site also contains case studies, other actions and information about upcoming protest concerts happening around the country in the next six months.
In partnership with Amnesty International, HUGE Inc. of
“At HUGE,” said Gene Liebel, director of user experience, “we believe that a user-centered design is critical to the success of online campaigns today. The Guantánamo issue is especially engaging and has the potential to mobilize thousands of people from all political backgrounds. This Web site allows the user not only to rally around the issue, but take a concrete and real part in ‘tearing down’ this prison while ‘owning’ that piece that was torn away.”
The concept was brought to Amnesty International by Dan Weeks and Derek Sherman, two creative directors at leading advertising agencies. Working pro-bono and under the name “Middle Child,” Weeks and Sherman believed that if well-executed, the project could play an important role in the struggle to end the human rights abuses at Guantanamo Bay.
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About Amnesty International
Amnesty International's 2.2 million members include people from all walks of life taking action to protect people wherever justice, freedom, truth and dignity are denied. Amnesty International, the world's largest human rights organization and winner of the 1977 Nobel Peace Prize, investigates and exposes abuses, educates and mobilizes the public and helps transform societies to create a safer, more just world.
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