The document outlines a project proposal for a student to design an infographic poster and campaign for Amnesty International's slogan "Taking Injustice Personally". The project will focus on human rights and the death penalty. The target audience is 18-25 year olds who are familiar with Amnesty International but do not fully understand what they do. The student aims to make human rights issues more relevant and provide ways for people to help through their design. They will research the death penalty and create a concept by the third week, with the full design completed by the final week. The learning objectives are to gain experience with infographic design and improve their knowledge of human rights issues and communication.

1. Project Proposal – Studio Practice Assignment
The project proposalis usually developed and written by students to set out
what they intend to do as part of their independent study.
Below is the projectapprovalform, you will need to complete add this
additional information to each section of this form. Once you have completed
the written partyou will need to have your projectsigned by staff.
Project Title –short title Writedown the brief projecttopic in four to five
words only.
Amnesty InternationalCampaign
Summary of the project – 100 words approx. Write a shortsummary of your
project. You should focus on the problemdescription, methodologies to be
used and the results to be acquired.
Amnesty Internationalis the biggest global human rights organisation
currently. While Amnesty Internationalis a trustworthy and dominant
organisation, there is a possibility for more commitment with a fresher
younger audience. Younger individuals areless likely to see human rights as
relevant to their lives.
I am going to design a poster and also an info graphics campaign for Amnesty
International's new slogan "Taking Injustice Personally".
I will be focusing on human rights and the death penalty, because there are
whole issues going on about the topic related to human rights and also an
Amnesty Internationalcampaign.
Target audience
18-25-year-olds who haveheard of Amnesty Internationalbut do not
understand what
the organisation does, or how they can help.
Write about the challenges youhope to address –100 words approx. Which
challenges is your projecthoping to answer?
To engage 18-25-year-olds who haveheard of Amnesty Internationalbut do
not understand whatthe organisation does, or how they can help.

2. The challenge is to consider the slogan “Taking Injustice Personally” and make
the negative within “injustice” and “personally” into a positive approach,
adding hope to the negative. This would put the negative imagery associated
with injustice alongsidea positive messageof hope and ways of helping. The
main target is to get the messageacross to the younger target audience. Itwill
have to grab their attention immediately, due to their busy and distracted
lifestyles! Ithas to be simple and hard hitting to bring it straight to their lives.
Write about the learning Objectives youhope toachieve by completing this
project – 100 words approx. Your personallearning objectives need to be clear
and achievable in the stipulated time period. Itwill be my firsttime designing
an info graphic piece and how to figure out where to put the information into
the final project. The second objective is how to create the info graphic and to
consider the layout. I will also need to consider which softwaretools to useto
design this piece of work. I willalso need to learn much moreabout the
creative side to poster design. I havea limited knowledgeabout Amnesty
Internationalhuman rights and I plan to gain more knowledgeinto social issues
and how to communicate them.
Motivation –100 words approx.
Why is your problem interesting and important?
The core barrier to people engaging with Amnesty Internationalis that they do
not see human rights as very relevant to their lives. Itis important to make
surethat it is relevant to their daily lives and so to make a bigger difference to
injustice. I chose this topic becauseit moves me when I see this on the news
channel and also I am interested in getting people to change the negative into
a bigger positive. I am interested to find out more details about the wider
social issues relating to my chosen topics of child marriageand human
trafficking.
Project Plan/ Schedule
Concrete description of whatyou plan to do. Your research plan mustinclude
clear milestones for every week until the projectdue date.
I plan to design an info graphics poster on the issueof the death penalty for
the “taking injustice personally” campaign. I also plan to design and print a
series of posters for the campaign relating to human rights issues.

3. Complete a descriptionof what you plan to do for the following dates:
03/03/16 By next week, I will have a concept of death penalty info-graphics
and also I will compile information together.
10/03/16 The week after that, I will have to compile information together
and also to design the imagery.
17/03/16 This week I will have to put the whole thing together for the final
design.
24/03/16 Hand in StudioPractice assignment
The Brief
Amnesty Internationalis the biggest global human rights organisation
currently.
While Amnesty Internationalis a trustworthy and dominant
organisation. There is possibility for more commitment with a fresher younger
audience. Younger individuals are fewer likely to see human rights as relevant
to their lives.
I am going to design a poster and also an info-graphics campaign for Amnesty
International's new slogan "Taking Injustice Personally".
I will be focusing on human rights and the death penalty becausethere are
whole issues going on about the topic related to human rights and also an
Amnesty Internationalcampaign.
Target audience
18-25-year-olds who haveheard of Amnesty Internationalbut do not
understand what
the organisation does, or how they can help.

4. Approach
The challenge is to consider the slogan “Taking Injustice Personally” and make
the negative within “injustice” and “personally” into a positive approach,
adding hope to the negative. This places the negative imagery associated with
injustice alongsidea positive messageof hope and ways of helping. The main
aim is to get the messageacross to the younger target audience. Itwill have to
grab their attention immediately due to their busy and distracted lifestyle! It
has to be simple and hard hitting to bring it straight to their lives.

5. Mood-Boards

8. Thisimageryshownbelowshowsaprotestaboutthe deathpenalty.There are some examples
belowwhichuse quite brutal imagerytomake viewerstake the issue personally.

22. Family of execution victims

25. Legal forms of execution

28. Method of execution

30. Capital punishment gas chamber

32. Capital punishment lethal injection

34. Death Penalty Facts
 USA in 1999 had the most executions in the county since1976
 76% of the defendants havebeen white
 Since 1973, 150 peoplein USA have released fromdeath row with
evidence of their innocence.
 In 2014, 56 women wereon death row in the USA
 Defense costs for death penalty trials in Kansas averaged atabout
$400,000 per case, this is in comparison to $100,000per casewhen the
death penalty was not sought
China is the world's most prolific executioner with thousands being executed
each year, most are not recorded.

35. Numbers executed in 2014

36. Capital punishment is usedin non-violent cases suchas:
 Drug trafficking
 Homosexuality
 Treason
 Theft
 Fraud
 Adultery
Reasonto abolishthe death penalty (Reasontocampaign)
 In 2014, Amnesty International recorded 112 exonerations of death row
prisoners in nine countries: "The release of prisoners fromdeath row on
the grounds of innocence exposes the fallibility of human justice"
(Amnesty International)
 Amnesty Internationalhas received reports that at least 14 people were
executed for crimes committed under the age of 18
 People with mental or intellectual disabilities were under sentences of
death in severalcountries.
 In the majority of countries where people were sentenced to death or
executed, the death penalty was imposed after proceedings that
did NOT meet international fair trial standard.
 Through campaigns like Amnesty International's "Taking Injustice
Personally" campaign, thenumber of executions recorded in
2014 decreased by 22% compared with 2013.

37. Mock-Up on death penalty infographics

38. Critiques
Good points
 The second mock up shows moredetailed information with different
continent coloured in alongside with bar chart showing which continent
has more execution in 2014. Mightalso keep the styleof title called
‘INJUSTUCE OF DEATH PENALTY’
 But the firstmock up, colours looked good because it got less
contrasting colours in background which makethe foreground looks
better.
Bad points
 The first mock up shows less detailed information wherethere is more
detailed information on the second mock up- which is more appropriate
for infographics.
 The second mock up got much high contrasting colours in background
which make the foreground looks less easy to see.

39. What makes a good infographic?
TargetedAudience
 18-25-year-olds who haveheard of Amnesty Internationalbut do not
understand what the organisation does, or how they can help.
What would targeted audiences liketosee withinthe infographics?
 Quite simple graphics
 Easy to read the information that backs up the graphic
 They liked to havea more modern styleto the infographic poster
A compelling theme (Tells astory behindit)
 The story will be quite brutal but with a positive side to it
Actionable data(Facts that back up your theme)
 Itwill show the bad sideto the death penalty
 The facts also show how to make a difference to people’s lives
Good graphics
 Simple graphics to use
 Readable
 Stay true to your brand (Amnesty International)
 Match visuals with data
 Do not usetoo many colours - it will look cluttered
 Tell story in sections for flow
 Do not be repetitive
Eye catching header
Big font sizes
Conclusionor takeaway (Message of hope / ability to change situation)
Professional Infographics Adobe Illustrator cc ultimate tutorials
https://youtu.be/tOuFset_Z8I

40. Poster Campaign Research

62. Child Marriage
Current trends in campaign posters

70. These shocking images above show a child who is under the age of 15
marrying, or married to, a much older person. Although these are shocking
images, the campaign posters contrastwith different types of image so they do
not standout.
The above images all have small text with facts but it does not make an impact
and grab a new audience's attention- this may be why they are not getting
across to 18-25 year olds.
The poster that I am going to create at the later stage, will have a huge slogan,
maybe bold to make the audience notice and also get the messageacross
straightaway.

71. Human Trafficking
Current trends in campaign posters

74. The top two posters make the audience notice them when they see the huge
bold text and simple colour and the bottom two show lesser impact and area
bit cliché in their imagery.
Research into right to protesting
How has anti-terrorismlegislationchangedover the years?
The now defunctPrevention of TerrorismActwas devised to deal with
Northern Ireland. The original definition of terrorismwas: "The useof violence
for political ends including the use of violence for the purposeof putting the
public, or any section of the public, in fear."
The new definition in the TerrorismAct2000 is wider and covers behaviour
here and abroad even if the ends are not simply political and againstthe state.
Two examples cited when the bill was debated weremilitant animal rights
activists and anti-abortionists in the USA.
So this is a more precise definition?
Ministers say terrorismcomes in many forms but amounts to the samethings -
threatening or using violence to influence the public or lawful authorities.
But Liberty, the human rights law group, says anti-terrorismlaw now affects
the rightto protest.

75. This may sound academic, but the Metropolitan Police was accused of a
"draconian" misuseof powers to stop and search againstprotesters outside an
international arms fair in October 2003.
Under the legislation police officers can use the power "whether or not the
constable has grounds for suspecting the presenceof articles which could be
used in connection with terrorism". Someof the protesters searched have
taken the caseto the High Court.
How new definitions in law give police broader rights that affect
article 11: Freedom of assembly and association:
(www.equalityhumanrights.com)
 The police tactic of containment or kettling of protestors has an impact
upon the liberty of protestors and a chilling effect on protest.
 The police do not always usethe minimum level of forcewhen policing
protests.
 There is no common view among police forces of the meaning of
'reasonable force'.
 Police misuse of surveillance, stop and search powers, and other pre-
emptive legal action by the police and private companies inhibits
peaceful protest.
 Blanket use of stop and search powers breaches 'Articles 8', the right to
private life , Article 10, theright to freedom of expression, and Articles
11. There is misuseof police powers to stop and search without
reasonablesuspicion.
 Pre-emptive legal action by the police stifles peaceful protest.

76. Original 'Amnesty International' poster for peaceful protesting

81. Right to protest through the social media posters

89. Typography based awareness campaign poster

96. The above typographybasedposterexamplesshow apossibledirectionformycampaign posters.I
can beginfiguringouthowthismightworkformy laterdesigns.

97. Poster Style Design

101. The above image is simple and quite dynamic, I want to somehow create this into my design
and style and also to grab attention to the younger audiences.

102. Mock-Up on Human Trafficking
 Goingto have a bigbold butsimplercoloured background
 Havingmy owncreative twistintothe designitself
 Goingto have my owntwistintothe typographybase style
 Nottoo sure about the typographydue toit doesn’tgowiththisstyle of poster
design
 Might go withbigand boldcolourstomake the youngeraudience notice