Nice to have a case study with the proper soundtrack to go with it, to really get a feel of how this worked. The beauty is that for each pen taken, a bar is removed from the prison windows. People who took a pen did get the tactile feeling of actually helping, it's not just a scribble on a piece of paper, it's the steel-file that will get people out of there.

On June 22, 2010, Human Rights Watch, in collaboration with the advertising agency, JWT, launched 2100 in 2010, a public outreach and education project in Vanderbilt Hall, in the historic Grand Center Station to raise awareness about Burma's 2,100 political prisoners. The installation-- a massive mock prison of 200 miniature cells, each framing a photograph of a Burmese political prisoner inside a prison cell of detachable pens--allowed supporters to remove the pens, thus removing the bars of the cell, and sign a petition calling upon Burma's military rulers to free the political prisoners.

JWT, New York

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.