“Is it easier to take a life, or to save one?” That is the starting point for a Polish Red Cross campaign “Life After Death” which shows convicted murderers take first aid classes while in prison.
The campaign by ad agency Grey Group Poland was filmed in two Warsaw prisons.
Check it out here:
“You watch a story about felons, people who committed atrocious acts. But now, thanks to first aid courses, they have an ability to do something good and a will to redeem themselves,” Jakub Korolczuk, executive creative director, told AdFreak.
“The campaign is very polarising, especially in Poland, where the government and general public are for stricter prison rules and for terminating social rehabilitation programs.”
The idea came from Grey Groups work with the Pedagogium Foundation, (Google Translated from the website): “The Foundation Pedagogium is centered around initiatives, preventive and rehabilitation interventions aimed at children and young people mainly from Mazowsze but also other Polish regions.”
Recently the Pedagogium Foundation worked with Isobar Poland for “Freedom Tattoos” which transformed the amateur tattoos made in prisons into professional, socially well-perceived artistic tattoos, that will help them find a job.
LIFE AFTER DEATH CREDITS
Agency: Grey Group Poland
Executive Creative Director: Jakub Korolczuk
Deputy Creative Director: Rafał Ryś
Senior Copywriter: Jan Cieślar
Account Manager: Agata Pamięta
PR: Joanna Bednarek, Iga Toczyska
Pedagogium / Special thanks: Filip Konopczyński