Switch it off if you can!

War and terror are so omnipresent on the news that sometimes we forget one important thing about it: while we can switch off the TV and just go back to our daily routine, people in war zones have no choice but to live with terror and fear.

This campaign created by Ogilvy, Germany for Amnesty International, connects both worlds in one visual, blurring the boundaries while it brings to mind that behind every news lies the fate of real people.

Through the use of light and perspective, the creative team combined our world as “uninvolved” viewers with the world of war and terror victims. At second glance, the TV station is actually the view through a window, where the news footage is the harsh reality and the spectators are the war victims. tagline reads: “You can switch it off. They can’t.”

This campaign was recognised at the Epica Award in the photography category.