The truth, when told through images, moves public opinion. It always has, especially in contexts of war and violence where human rights are trampled. Regimes and dictatorships fear compromising photos because they expose war crimes, making a photograph a powerful and feared weapon.
This insight is the foundation of Dentsu Creative Italy’s The Power of Truth campaign for Amnesty International Italy, that launched on Press Freedom Day, May 3, on Amnesty International Italy’s official channels, a provocative perspective on the reality of war and the role truth plays within it.
The creative features three visuals, Mass Grave, Torture and Firing Squad, depicting acts of violence in Europe, the Middle East, and Africa – three episodes of torture and mistreatment known to all, thanks to the work of war correspondents. In each scene, however, the perpetrators of violence suddenly stop and surrender, as if a gun were being pointed at them. Instead, it’s the lens of a camera: a silent judge and witness to their crimes. The campaign images were shot by experienced reportage photographer, Stefano Rosselli, and produced by Stink.
The campaign delivers an often-forgotten message - the pursuit of truth is a crucial weapon for human rights, and through Amnesty, people can help defend it with a donation that contributes to the protection of the precious work of photojournalists.
“This campaign has the value of showing both the power of information and the impact of a donation to Amnesty International Italy can have in defense of press freedom,” stated Giulio Frittaion, executive creative director at Dentsu Creative Italy.
Riccardo Noury, spokesperson for Amnesty International Italy, added, “Independent journalism, the one that is always present where human rights violations happen, is one of our most important allies. It shed a light on those who operate in the dark, contributing to find the truth and justice against the impunity. That’s the reason why we defend and protect it. A donation to Amnesty International Italy can help us do this better.”
Credits:
Agency: Dentsu Creative Italy
CEO Southern Europe, Middle East & Turkey: Emanuele Nenna
Chair Creative EMEA, CCO Italy: Riccardo Fregoso
Executive Creative Director: Giulio Frittaion
Creative Director Copywriter: Lorenzo Bonechi
Creative Director Art Director Nadia Charif
Art Director: Renzo Vacarisas Solari
Copywriter: Giovanni Luca Orlandi
Chief Strategy Officer: Niccolò Rigo
Social Impact Director: Ilaria Affer
Client Executive: Mattia Fundarò
Creative Progress Director: Antonella Vicari
Client Operations Director: Caterina Guastini
Programme Manager: Chiara Lamera
PR Manager: Alessandro Turchi
Producers: Olga Utkyna, Maria Vittoria Ceresoli
Film Director: Nicola Schito
Post Producer: Alessandra Barbieri
Editor: Alessandro Sartor
Sound Designer: Matteo Parolini
Consultant: Michele Mari
Production: Stink
Photographer: Stefano Rosselli
Executive Producer: Luca Zamboni
Head of Production: Luca Porzio
Producer: Igina von Polanyi
Production Assistant: Jorge Retuerto
Photo Assistant: Davide Castagno
Stylist: Veronica Artiano
Stylist Assistant: Germana Senzani
Make-Up: Silvia Munoz, Francesca Galantino
Post Production: Giuseppe Volpini
