Mexico is one of the most dangerous countries in the world for journalists - 89 have been killed with impunity since 2004. 

We needed to raise awareness of the situation in Mexico and let journalists know that IFEX (International Freedom of Expression Exchange) was still fighting for justice on their behalf. 

Due to the sensitive nature of the messaging, traditional media was not an option. So on the "Day of the Dead" in Mexico, a national holiday to remember family and friends who have died, we targeted Mexico City with a street poster campaign featuring Mexican Sugar Skulls, the iconic design, intimately connected with the holiday. We designed four posters that could be put together in multiple "tiled" arrangements depending on outdoor media placements to create a single piece of communication. The posters were strategically placed during the "Day of the Dead" celebrations to ensure the murdered journalists were not forgotten.