Cartoon character tortured in Amnesty China campaign

by Nikki Sandison, Brand Republic 30-Apr-08, 08:50

LONDON - A cute, animated character is brutally beaten with an electro-shock baton in Amnesty International's online campaign highlighting human rights abuses linked to the Chinese authorities' hosting of the Olympics.

'Torchure' was created by animators Sweetworld TV and launches online today, marking 100 days to go until the Beijing Olympics.

It is the first in a series of four ads, focusing in particular on the risks of peacefully protesting in China.

The 40-second ad shows a cute cartoon character being brutally beaten with an electro-shock baton by Chinese security forces for protesting about human rights.

The baton is then handed to another character, who uses it to light the Olympic flame at Beijing's Olympic stadium.

Amnesty is campaigning for Ye Guozhu, who was imprisoned and reportedly tortured with electro-shock batons after he protested at forced evictions in Beijing. His home and family restaurant had been bulldozed to make way for the construction of Olympic facilities.

The organisation hopes that the online ads will encourage people around the world to find out what is really happening behind the grandeur of China's new Olympic venues and to join its campaign.

The website enables people to send campaigning letters and emails, share content or start their own blog. Amnesty is also releasing a new booklet accompanying the ad, showing "the two faces of the Beijing Olympics".

Tim Hancock, Amnesty International UK campaigns director, said: "Amnesty is not against the Games but we want people to know what else is happening in China -- including the silencing of critics and peaceful protesters -- and to join our campaign for urgent human rights reforms.

"People who speak out about human rights in China are being persecuted and locked up ahead of the Olympics. Torture is commonplace."

Yasmeen Ismail, animator at Sweetworld TV, said: "With animation you can create a lot of emotion. The characters in the Amnesty China campaign are quite innocent and cuddly. When something horrific happens the impact is greater because you have built up a bond with them."

Comments

Mark Griffiths - 30/04/2008

Amnesty and other organisations need to be careful not to use violence against violence. In a sense, by using these shock tactics, even through animation, they are hoping to use violence against itself. But it's still using violence. Also, they have to be careful not to be opposing the Games themselves - they need the support of the general public.