Amnesty International needed a campaign with a simple, direct, and powerful message that would raise awareness about the atrocities committed in Syria due to the war.
The campaign's target audience was local Chileans, and we realized there were many parallel experiences between Chileans and Syrians. The aftermath of war is not all that different from those of natural disasters, and Chileans have experienced devastating earthquakes and tsunamis throughout the years. These aftermaths were key in creating a powerful concept for the campaign: "In Syria, the worst natural disaster is mankind."
An irrefutable truth because although Syria has not suffered any Earthquakes, Tsunamis, or Hurricanes, war is just as, if not more, disastrous.