Amnesty International NZ: Trial by Timeline

Campaign details

Category: Limited Budget: Less than $300,000
Agency: Colenso BBDO/Proximity New Zealand
Client: Amnesty International NZ


In a country as fortunate as New Zealand, Amnesty International is a movement understood and supported by just a few.

To increase awareness and support, Amnesty wanted to give New Zealanders a first-hand experience of life in countries where human rights aren't afforded.

So they created Trial by Timeline – an application that interrogates your Facebook Timeline and shows you what your behaviour could have cost you in other countries around the world, just for being you.

This is the story of how a local campaign managed to reach over 15 million people.

Key learnings

To start to change the overall perception of Amnesty International, Colenso BBDO/Proximity New Zealand had to find a tangible way of bringing Amnesty's message home to everyday Kiwis. They needed to enable people to experience first-hand what it might be like to live without basic human rights by talking to them in a place where they're already engaged and freely sharing in conversations. They had to make the charity accessible to more people and find a way to communicate with them in a personal and relatable way.

Marketing challenge and objectives