"Abuse grows hatred" is a hard-hitting animated film that attempts to show how the violation of human rights breeds hatred within the families, communities and countries of the imprisoned.
The videogame-style animation has an instructional voiceover that says: "This is how you grow hatred".
The spot continues: "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."
The commercial was written by Shaun McIlrath and art directed by Andy Taylor at VCCP and is part of a broader campaign that includes viral and ambient print media.
Hannah Fitz-Gerald, account director at VCCP, said: "The aim of the 'detention ad' is to encourage people to think about the importance of protecting the life and dignity of people who are detained. "
The film can be seen on the ICRC website and will be shown on TV channels internationally.
This is the first in a series of advertising initiatives for the ICRC, covering a range of humanitarian issues.
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