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For this 12th World Day Against the Death Penalty the World Coalition has decided to focus on a social media campaign which it hopes will spread the truth about death penalty more widely than ever before. The concept is simple. People will make signs stating why they are against the death penalty and take a photo of themselves holding that sign and upload it onto a social media platform, with the hashtag #nodeathpenalty. With the photo uploaded, the person will nominate at least 3 people to do the same, thus creating an exponential (snowball) effect.