Amnesty International
“#KillDeathRow”
Integrated Advocacy Campaign
#KillDeathRow is an experiential advocacy campaign that turns distant injustice into a physical experience. Social ads introduce real cases, while the #Cellfie installation places a 6×9 ft death row cell on campus. A takeaway photo strip reinforces the moment, showing how time, attention, and voice can drive meaningful action.
SOCIAL—Instagram Carousels
Designed using Pixabay, Midjourney, Adobe Illustrator, and Canva.
EXPERIENTIAL—Ambient Activation, #CELLFIE
Designed using Midjourney, Google Gemini, Adobe Photoshop, and Canva
#Cellfie is an experiential activation that places a life-sized 6×9 ft death row cell on campus, turning curiosity into confrontation. Students step inside and are captured by a surveillance-style camera, revealing the reality of confinement. Each participant receives a photo strip as a takeaway, reinforcing the experience and connecting them to real cases with a simple path to act.
