Torture in Mexico has increased 600% since 2003. Amnesty wanted to raise awareness of this issue among Canadians planning to vacation there, to help make the country safer for everyone. What better way to get their attention than posing as a discount travel company? We created Last Chance Travel Club, promoting it on various media channels. At the site, the true story emerged. Thanks to the campaign, 1 million Canadians now know the real story behind the sand and surf; and 1000 actions against torture have been taken. Watch the case video, and see how the campaign unfolds.