By contrasting sporting clashes at the Olympic Games with genuine life and death conflict, the campaign aims to draw attention to human rights and justice and to support fundraising for People in Need projects in the countries it operates in.
The Deadly Games’ focuses attention on the fact that while the eyes of the world are on the Olympic Games, much bloodier struggles are taking place in many of the participating countries.
Running across social, print and online, the campaign features images of human rights issues and conflict in countries where the Czech NGO is currently working.
The images are captioned with the names of Olympic sports and the caption: “Many countries around the world are forcing their people to take part in a much bloodier competition.”