It's not happening here, but it's happening now is a poster advertising campaign to raise awareness on global issues such as torture, human rights abuses, unfair detention and child soldiers that Amnesty International is currently dealing. (Holm, 2020)
This campaign had use a very innovative and creative approach to educate us on whats happening around the world. It combined real photographs of human rights abuses and photograph of the physical background of its location to make an illusion as if there was nothing standing between the person and the subject depicted. The visual impact of this advertising campaign is really strong and loud, and definitely have draw in a lot of attention as they have 20 times more visitor visiting the Amnesty international website. (Amnesty International’s “It’s Not Happening Here., 2020)
The campaign aimed at creating the illusion of co-presence between spectator and victim. There are a total of 200 posters here are some of the posters:
(Gurp, 2020)
I believed that this type of design falls under discursive or responsible design, as it's main purposed is to raise awareness on global issues. Besides, this type of advertising is consider guerrilla marketing which is a type of advertisement strategy in which a company uses unconventional methods to raise awareness on something. (Zantal-Wiener, 2020)
citations
Medium. 2020.Amnesty International’S “It’S Not Happening Here.. [online] Available at: <https://medium.com/@viriatovb/amnesty-internationals-it-s-not-happening-here-5328ae3bb68f> [Accessed 2 May 2020].
Holm, S., 2020.It’S Not Happening Here, But It Is Happening Now - Goodvertising -. [online] Goodvertising -. Available at: <https://goodvertising.site/its-not-happening-here-but-it-is-happening-now/> [Accessed 2 May 2020].
Gurp, M., 2020.It’S Not Happening Here But It Is Happening Now - Osocio. [online] Osocio. Available at: <https://osocio.org/message/its-not-happening-here-but-it-is-happening-now/> [Accessed 2 May 2020].
Zantal-Wiener, A., 2020.What Is Guerrilla Marketing? 7 Examples To Inspire Your Brand. [online] Blog.hubspot.com. Available at: <https://blog.hubspot.com/marketing/guerilla-marketing-examples> [Accessed 2 May 2020].
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