New campaign – International Red Cross

The International Committee of the Red Cross is rolling out a global advertising campaign focusing on the ill treatment of prisoners.

The campaign, which has been created by Vallance Carruthers Coleman Priest, aims to encourage people to think about the importance of protecting the life and dignity of those who are imprisoned. The campaign, which starts this week, will include TV, print and viral marketing

The TV spot is an animated film called “Abuse Grows Hatred”, illustrating the point that ill treatment of prisoners breeds hatred on their families, communities and countries.

The voiceover mimics the tone of a gardening programme and explains to viewers how to “grow hatred”. It says: “First you must take your enemies and imprison them without fair trial. Isolate them from their families. Mix in inhumane conditions and feed with abuse. Leave to take root and spread, and soon hatred will be growing everywhere.”