With the campaign “The Power of Truth” Amnesty International Italy and Dentsu Creative Italy shed a light on the vital role of war photojournalists who risk their lives to bring us the truth through images.
Milan (Italy), May 2025. The truth, when told through images, moves public opinion. It always has, especially in contexts of war and violence where human rights are trampled. Regimes and dictatorships fear compromising photos because they expose war crimes, making a photograph a powerful and feared weapon.
This is the insight behind “The Power of Truth”, the campaign created by Dentsu Creative Italy for Amnesty International Italy and launched on the occasion of World Press Freedom Day (May 3rd).
The campaign delivers a powerful and often forgotten message: the pursuit of truth is a crucial weapon for human rights, and through Amnesty, we can help defend it with a donation, contributing to the protection of the precious work of photojournalists.
Through a bold and provocative perspective on the reality of war and the role truth plays within it, “The Power of Truth”, features three visuals: “Mass Grave”, “Torture” and“Firing Squad”depicting acts of violence in Europe, the Middle East, and Africa, with three episodes of torture and mistreatment known to all of us, thanks to the work of war correspondents.
In each scene, however, the perpetrators of violence suddenly stop and surrender, as if a gun were being pointed at them. Instead, it’s the lens of a camera: a silent judge and witness to their crimes. The campaign images were shot by Stefano Rosselli, an experienced reportage photographer, and produced by Stink.
“This campaign has the value of showing both the power of information and the impact of a donation to Amnesty International Italy can have in defense of press freedom”, says Giulio Frittaion, Executive Creative Director at Dentsu Creative Italy.
For Riccardo Noury, spokeperson for Amnesty International Italy, “independent journalism, the one that is always present where human rights violations happen, is one of our most important allies. It shed a light on those who operate in the dark, contributing to find the truth and justice against the impunity. That’s the reason why we defend and protect it. A donation to Amnesty International Italy can help us do this better”.
The campaign was launched on May 3rd on Amnesty International Italy’s official channels.
